Aviva says it is “not ashamed” of its multi-distribution approach but insists IFAs remain its “lifeblood” and claims direct sales will never account for more than 10% of business written.

The insurance giant caused a stir last year after sending out new terms of business to advisers outlining situations where it deems it acceptable to market directly to their clients.

It said it would only do so if customers first requested advice from Aviva and, second, if they had not been serviced by their adviser for a “significant” period.

Aviva intermediary director Simon Badley says a number of advisers now ask him if the provider will push its direct sales channel.

“This industry needs a healthy IFA sector, just as it needs bancassurance and direct sales channels, but direct sales will always be less than 10% of what we do” says Badley.

“If a client gets in touch with us direct, we always say their first port of call should be their adviser. Otherwise, we direct them to (adviser search portal) IFA Promotions.”

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