Aviva is public, listed as AV. on LSE, in Insurance.
What it sells: life, pensions, general insurance.
In the language of this map it serves 3 solutions — Term life insurance, Tax-advantaged retirement accounts and Homeowners insurance — which between them relieve 10 human frictions.
Its neighbourhood
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Sells
Human frictions it ultimately relieves
Reached through the solutions above, never directly.
- Lose the home if income drops
- Household collapses if an earner dies or is disabled
- The children must be provided for if a parent dies
- Decide what to leave and to whom
- Someone still depended on the income
- Retirement is now visible and must be funded from what remains
- Peak earning is peak taxation
- Will the money last as long as the life
- Money must arrive every month without a job
- Protect dwelling and contents from fire, theft, weather