Aviva has received regulatory approval from the Financial Conduct Authority (FCA) to provide targeted support to its customers, becoming the latest firm to launch services under the regulator's new regime.

The FCA's targeted support framework came into effect on 6 April 2026, aiming to bridge the gap between advice and guidance by allowing firms to offer tailored recommendations to groups of consumers with similar characteristics.

Royal London and Quilter were among the first firms to receive regulatory permissions from the FCA to deliver targeted support, with Quilter launching a proposition through Quilter Invest earlier this month.

Aviva said it will begin a phased rollout of its targeted support service from summer 2026, initially focusing on pension customers.

The insurer stated that the offering was intended to help customers who did not currently use financial advice but could benefit from more personalised support when making financial decisions.

Through a combination of prompts and suggestions, the service will help customers take practical next steps based on what has typically worked for people in similar circumstances.

Aviva confirmed it will adopt a phased approach to implementation, with the service evolving through customer feedback, ongoing testing and continued engagement with the regulator.

Commenting on the approval, Aviva managing director of wealth, Michele Golunska, said: “The introduction of targeted support is an important milestone.

“Millions of people are having to make complex financial decisions without the guidance they need. Indeed, only 9 per cent of people are believed to take full financial advice in the UK today.

“Targeted support gives us the opportunity to provide people with the help they need in a more practical way.”

Golunska stressed that the firm intends to develop the service gradually as it gains experience and gathers customer feedback.

“We will evolve our targeted support service; testing, learning and building over time. It’s important we get things right for our customers,” she continued.

“Our ambition is to create a service that feels accessible and easy to use. It will help customers take the next step with confidence, and we are committed to playing our role in supporting our customers’ financial futures.”

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