Case Studies

Developing a Single Data Asset for Broker Business at Aviva

Aviva underwrites c £3bn in premiums through Brokers. An opportunity was identified to enhance performance reporting by streamlining multiple data sources. By consolidating these sources, Aviva aimed to create a more consistent, efficient, and aligned approach across Sales, Distribution, and Finance teams, benefiting over 1,500 employees.

Key Opportunities

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Enhanced efficiency by reducing time spent on data preparation, allowing teams to focus on performance analysis

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Streamlined data processes, minimising manual effort and accelerating insights

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Improved data reliability, fostering trust and reducing the need for alternative sources

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Greater clarity in decision making through a unified approach to data interpretation

To drive these improvements, Aviva launched a strategic project to develop a single, trusted data asset—enabling real-time insights, faster decision-making, and enhanced data governance.

The initial phase focused on increasing data granularity within Aviva’s core database shifting from agency-level data to a view which contained policy and claims level insights. This required significant changes, including:

Expanding the dataset from 100 million to 1.5 billion rows, covering five years of historical data

Replacing the legacy Altair data transfer system with an Oracle-based solution to handle the increased data volume

Re-engineering the database structure to remove redundant fields and introduce a standardised naming convention

Overcoming Challenges

Data Transfer Complexity: Moving data from the data asset to Aviva’s Data Insight team proved to be the most difficult aspect, with transfer times exceeding expectations and multiple failures occurring. To resolve this, three teams - Finance SMEs, Database Developers, and Data Engineers worked in unison, holding daily stand-ups to systematically identify and eliminate bottlenecks.

Testing & Deployment Risks: With limited test environments and the need to deploy changes between month-end reporting cycles, the project team implemented rigorous pre-deployment checks to minimise operational disruption.

Stakeholder Trust: The team proactively engaged stakeholders through visual management techniques, applying the 1, 3, 10 rule enabling leaders to grasp key updates in one second (status), three seconds (why), and ten seconds (action plan).

Once the foundational data structure was established, the next phases focused on ensuring accurate financial cost allocations. These processes had previously led to mistrust in data, as teams sought secondary datasets to validate figures. Key improvements included:

Developing data loaders to automate the correct application of reinsurance and large loss allocations

Introducing robust reconciliation processes across Database, Data Engineering, and Data Insight teams to ensure accuracy at every stage.

Creating a single source of truth, eliminating the need for multiple datasets and improving alignment across business teams

From Data Transformation to Team Excellence

Results & Impact

1 day per month saved on report production, freeing up time for analysis and decision-making

A simplified data model driving efficiencies across teams

One version of the truth enabling teams to confidently assess broker performance and shape growth strategies

Improved data governance through automated reconciliation at multiple points in the data pipeline

Senior stakeholders welcomed the increased data granularity and enhanced reporting accuracy

Lessons Learned & Future Improvements

Early Team Identification: Ensuring all project team members are engaged from day one is essential.

Embracing a Non-Green RAG Status: A non-green status isn’t a failure - it creates focus, urgency, and ensures key issues receive attention.

Valuing People: Recognising team strengths, saying thank you, and understanding personal circumstances create a stronger, more resilient team.

Conclusion

By fostering a culture of teamwork, structured communication, and proactive stakeholder engagement, Aviva successfully delivered a transformational data asset - laying the foundation for long-term broker business growth.

Struggling with disconnected data, inefficient reporting or stakeholder misalignment. Building a single source of the truth requires more than just technology - it demands strong teamwork, communication and strategic alignment.

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