Aviva Complaints

Aviva has an average complaint rate for the insurers sector.

3/5 — Average

What customers experience

Aviva received 152,771 complaints in the 2025-01-01 to 2025-06-30 reporting period -- that is roughly 2.6 complaints per 1,000 policies, which is below the sector average of 436.9. Compared to other insurers, Aviva receives fewer complaints per customer.

Total Complaints

152,771

In 2025-01-01 to 2025-06-30

Rate (per 1,000 policies)

2.6 →

Sector Average

436.9

per 1,000 policies

Complaints by Product

Product ↕ Complaints ↕ Share
Insurance & pure protection 110,330 72.2%
Decumulation & pensions 34,643 22.7%
Investments 6,121 4.0%
Home finance 1,677 1.1%

How does Aviva compare?

Aviva
2.63
Phoenix Life
2.68
Advisory Insurance Brokers
2.52
Covea Insurance
2.82
One Call Insurance
2.44

Complaint rate per 1,000 policies

How to Complain About Aviva

Complaints Contact Details

Post

Aviva Customer Relations, PO Box 7684, Pitheavlis, Perth, PH2 1JR

Steps to Escalate Your Complaint

1

Contact Aviva complaints team

Call 0800 051 1351 or use the online complaints form. Aviva will acknowledge your complaint within 5 working days and aim to resolve it promptly.

2

Wait for a final response or request a deadlock letter

Aviva has 8 weeks to resolve your complaint under FCA rules. If they send a final response you disagree with, you can escalate.

3

Escalate to the Financial Ombudsman Service

If your complaint is unresolved after 8 weeks, or you have a final response letter, contact the Financial Ombudsman at financial-ombudsman.org.uk or call 0800 023 4567.

Need to write a complaint letter?

Generate a free, professional complaint letter for Aviva. We'll pre-fill the details — just describe what happened.

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Aviva must respond to your complaint within 8 weeks. If they don't resolve it, you can escalate to the Financial Ombudsman Service.

Bottom Line

Aviva sits in the middle of the pack for complaints. They are not the worst, but they are not the best either. If you are already a customer and things are working fine, there is no particular cause for concern. But if you are choosing a new provider, it is worth comparing them against lower-complaint alternatives.

Write a complaint letter → Read the insurers complaints guide →

About This Data

Data sourced from official UK regulators for the period 2025-01-01 to 2025-06-30. Complaint rates are calculated per 1,000 policies. Ombudsman uphold rate from the Financial Ombudsman Service. Full methodology