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Holly Mackay
Holly MackayFounder and CEO

Is Aviva good for investing?

Aviva review by Boring Money

Written by Boring Money

1 Jan, 2025

Very yellow. Bit dull. Safe. Reliable.

It works pretty well and is simple enough to navigate, even for beginners.

Boring Money Review of Aviva

In a nutshell
Big, trusted company
Simple pre-packaged options
Bland but safe

Holly Mackay's View

This is an OK option for investors who don’t really want to dig deep into the world of investing. If you fancy a pretty vanilla approach from a big brand, and have insurance with Aviva which you can see on one big dashboard with any ISAs, then this is OK. If you like investing, or want to learn, it’s not your best option. Costs are fair and the big brand is a comfort to many more nervous investors. The basic online journey and lack of an app make this look like a slightly neglected child in the larger stable of Aviva products.

Holly Mackay
Holly Mackay Founder and CEO of Boring Money

Holly has accounts with all the providers on our website and independently reviews all of them.

Customer Reviews of Aviva

We collect reviews and share feedback from real users to give you the best information about providers.

Overall rating
5 star
35%
4 star
48%
3 star
13%
2 star
2%
1 star
1%
Quality rating
Overall service
Value for money
Website experience
Most recent reviews
14 July 2026

An an ex financial adviser, still in the industry hence the Anon, I reached a point where I couldn't be bothered to run my own investments any longer due to ill health. I moved my ISAS and pension to AVIVA and have not been disappointed in either the performance or service. My issues are a) I cannot replicate the same funds in my pension within my ISA, b) the purchase of funds isn't instant which makes it difficult to take advantage of short term market movements, c)it's a shame you cannot link accounts to benefit from lower fees. d) Bed & ISA process is a little messy, d) No CGT reports available. But charges are reasonable, performance comparable to my own investments, the staff helpful and the correspondence clear and concise. Overall, I'm vey happy with my choice "vanilla" as it is.

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29 March 2026

Been with Aviva for many years, sincemoving my old work pension to a SIPP. Now in drawdown. I find the website easy to navigate, though sometimes it can be a bit clunky, and need a bit of searching to get to the right place. Once you have navigate how to buy sell or switch funds, it's all relatively straight forward. Though can be long winded for 'simple' switching. I tend to communicate online, and not by phone, and reponses are in a reasonable time. I have had no reason to telephone, - i should say that i loath the telephone, and will usually chose online over it (for anything not just Aviva!) Costs are reasonable, but with a number of new players in the market, there may be cheaper options out there.

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10 December 2025

Take ages to answer calls. Taking too long to get my accounts transferred to another provider. Not happy with them. Poor service from a supposedly leading insurance/investment company!

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Aviva

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Is Aviva right for you?

Ease of use

The upfront landing page is clear and reasonably engaging.

Reviews for Aviva are mostly positive, with many citing the platform’s simplicity and ease of use. There are occasionally a few grumbles about the customer service. The strength of the brand is also frequently mentioned.

Online chat is available and pops up if you sit still for a minute or two!

Mobile & Apps

The Aviva app has been improved upon, with the ability to research, sign up, trade and add money all functional. It also neatly links to very mobile friendly web pages with good functionality and portfolio information. Like the desktop version, it is pretty good and simple to navigate. Despite not being integrated into the app, the mobile experience is easy to use. 

Facts, Fees & Behind the Scenes at Aviva

The online experience is very traditional and works well enough. No complaints.

But then when the snail mail kicks in – OMG! The letters are substandard and alienating. We received five letters from Aviva after opening our test account. One of these was half complete and two of these had ‘Add Line 1’, ‘Add Line 2’ etc. in the address fields. The five letters could easily have been merged into one as they each contained a small piece of information about the new account.

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