In a bold move to modernize its data infrastructure and enhance the customer experience, Aviva plc, the UK’s leading diversified insurance and wealth management business, has announced the successful deployment of the Reltio Data Cloud™. The initiative aims to replace Aviva’s fragmented legacy systems with a scalable, cloud-native platform to support real-time data integration, AI-driven innovation, and future-ready customer engagement.

This milestone marks a significant pivot for Aviva—from operating with multiple master data management (MDM) platforms to a single, unified customer data ecosystem that enables personalized, intelligent, and responsive interactions across the enterprise.

Legacy Challenges: Fragmented Data Across Systems

Prior to adopting Reltio, Aviva faced substantial obstacles in creating a 360° view of its customers:

• Multiple disconnected MDM systems: One platform served operational/digital needs, while another was used for marketing and analytics.

• Inconsistent and duplicated customer profiles: Prevented seamless handoffs between business units.

• Slow, siloed data updates: Limited the ability to act on customer behavior in real time.

These challenges hindered innovation and made it difficult for teams to launch personalized experiences or capitalize on customer insights.

Why Aviva Chose Reltio: Real-Time, Scalable, and Unified

After a comprehensive vendor evaluation, Aviva selected the Reltio Data Cloud™ for its:

• Cloud-native architecture: Designed for scale and elasticity across workloads.

• Real-time data unification: Enables near-instant profile updates across channels.

• Robust data quality and standardization: Ensures consistency and trust in every customer interaction.

• Proven track record in regulated industries: Critical for a company operating under stringent data and compliance regulations.

With Reltio in place, Aviva has laid the foundation for future innovation in customer experience, regulatory compliance, and data-driven decision-making.

Deployment Success: 37 Million Customer Profiles Migrated

The implementation was executed in collaboration with a Reltio Premier Delivery Partner experienced in enterprise-scale MDM transformations. Highlights include:

• Rapid onboarding: Migration of 37 million customer profiles within weeks of platform readiness.

• Unified platform for multi-team use: Supports customer service, fraud prevention, policy management, and more.

• Cross-functional accessibility: Departments across Aviva now leverage the same golden record for each customer.

Powering MyAviva App with Real-Time Data

With the Reltio Data Cloud as its backbone, the MyAviva app now provides customers with real-time access to policies, claims, and account information, enhancing transparency and engagement.

Business Outcomes Already Achieved

• Improved Data Quality: Clean, unified, and deduplicated records enhance trust across teams.

• Faster Prospect Engagement: Teams can now identify, qualify, and convert leads more effectively.

• Elevated Customer Service: Operational staff have access to timely, complete profiles, enabling faster resolutions.

• Enhanced Policy Management: From onboarding to claims processing, data latency has been reduced to near-zero.

“We are already seeing great progress toward achieving our data transformation goals of improving customer service while generating additional business value,” said Bijan Yeylaghi, Chief Customer Data Officer, Aviva.

Reltio’s Perspective: From Data at Rest to Data in Motion

Manish Sood, Reltio’s Founder and CEO, framed the partnership as a future-facing investment:

“Legacy MDM was built for data at rest. The future belongs to data in motion. Aviva didn’t just choose a solution for today; it invested in a future where data agility is paramount, especially in the age of AI.”

This forward-looking vision reinforces the idea that real-time data capabilities are now essential to compete in customer-centric markets.

What’s Next: Marketing, Analytics, and Third-Party Data Integration

Having completed the initial phase focused on operational and customer service data, Aviva is now expanding its Reltio deployment to include:

• Marketing segmentation and personalization

• Advanced analytics and predictive modeling

• Third-party data enrichment for deeper customer insights

This expansion positions Aviva to become a leader in AI-driven customer engagement and data monetization strategies in financial services.

Building a Data-Driven Future with Reltio

Aviva’s successful deployment of Reltio Data Cloud is a landmark moment in its digital transformation journey. With a unified, real-time data platform in place, the company is well-positioned to:

• Enhance the customer experience through intelligent personalization

• Improve operational efficiency through real-time data sharing

• Drive innovation and growth with trustworthy, integrated customer data

As organizations across industries look to escape the limitations of legacy MDM systems, Aviva provides a compelling blueprint for transformation.

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