Aviva has received approval from the Financial Conduct Authority (FCA) to provide targeted support to customers.
The service, which will launch this summer, is designed to help people make financial decisions through personalised guidance and recommendations, without requiring full financial advice.
Aviva said the move will help address the advice gap, noting that only around 9% of people in the UK currently take full financial advice.
The rollout will begin with Aviva’s pension customers and will be introduced gradually.
The company plans to test and develop the service over time to ensure it is accessible, easy to use and helps customers make informed decisions about their finances.
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