Bayles pledges no impact on brokers amid Aviva personal lines changes
Aviva's chief distribution officer promises the provider will not exit any business lines as it cuts the number of personal lines products down to 40 from 400.
Brokers will not be affected by the changes in Aviva’s personal lines business, chief distribution officer, Phil Bayles, has promised.
In addition to reshuffling its leadership team, Aviva last month announced a plan to cut its personal lines products down to 40 from 400.
Bayles told Insurance Age that the decision had been made partly to reduce IT costs, but also to increase the provider’s focus on making sure the products it does offer are fit for purpose and priced correctly.
“It’s better
Only users who have a paid subscription or are part of a corporate subscription are able to print or copy content.
To access these options, along with all other subscription benefits, please contact info@insuranceage.co.uk or view our subscription options here: https://subscriptions.insuranceage.co.uk/subscribe
You are currently unable to print this content. Please contact info@insuranceage.co.uk to find out more.
You are currently unable to copy this content. Please contact info@insuranceage.co.uk to find out more.
Copyright Infopro Digital Limited. All rights reserved.
As outlined in our terms and conditions, https://www.infopro-digital.com/terms-and-conditions/subscriptions/ (point 2.4), printing is limited to a single copy.
If you would like to purchase additional rights please email info@insuranceage.co.uk
Copyright Infopro Digital Limited. All rights reserved.
You may share this content using our article tools. As outlined in our terms and conditions, https://www.infopro-digital.com/terms-and-conditions/subscriptions/ (clause 2.4), an Authorised User may only make one copy of the materials for their own personal use. You must also comply with the restrictions in clause 2.5.
If you would like to purchase additional rights please email info@insuranceage.co.uk
More on Insurer
People Moves: 9 – 13 March 2026
Keep up to date with the latest personnel moves in insurance.
Allianz UK prevents almost £174m in fraud in 2025 record
Allianz UK’s fraud team detected and saved nearly £174m in fraudulent claims in 2025, a record level for the insurer.
ManyPets confirms social media clone
Pet insurance managing general agent ManyPets has confirmed a customer was contacted by an X account impersonating its brand and has issued a warning on how increasingly convincing scammers can appear.
Q&A: Pen’s Nick Wright
Nick Wright, chief business development officer at Pen Underwriting, tackles its recent M&A quietness, capacity in the market and the benefits to brokers from niche products. He updates on the goal of hitting £1.75bn GWP by 2030, streamlining its agency base and shares why he thinks the Gallagher-owned MGA will “go from strength to strength”.
Axa updates two products
Axa UK Commercial has made enhancements to its offices and surgeries, and digital mini fleet products.
Aviva responds to Direct Line’s £10.6m fine
Aviva has confirmed it was fully aware of the ‘historical’ accounting errors that have led to the Prudent Regulation Authority hitting Direct Line Group with a £10.6m fine and stated there will be no impact on the integration or the financial benefits it expects from the takeover.
PRA fines Direct Line underwriter £10.6m
The Prudential Regulation Authority has fined UK Insurance Limited, a subsidiary and principal underwriter of Direct Line Group and now part of Aviva, £10.625m for a miscalculation of its Solvency II balance sheet during 2023 and 2024.
Sabre ‘all in’ on broker support as CEO Carter eyes growth after profit boost in 2025
Sabre is ready to grow with brokers as the provider promised the sector it “can rely on us to provide competitive prices through our part of the market through this year’” CEO Geoff Carter told Insurance Age.