- Aviva Asia has played a key role in transforming Singapore’s insurance landscape through strategic mergers and digital innovation, strengthening its position in the region’s financial services sector.
- Through its evolution into Singlife, the company continues to drive customer-centric, tech-enabled insurance solutions tailored to modern needs.
Aviva Asia: Pioneering regional insurance transformation
Established in 1999 as CGU Asia and later rebranded as Aviva Asia Pte Ltd, the company served as Aviva plc’s regional headquarters in Singapore. It supported insurance and wealth operations across Asia, playing a strategic role in market expansion and digital transformation initiatives.
In 2020, Aviva Asia made headlines when it merged with Singapore-based fintech firm Singlife, forming Aviva Singlife—the largest insurance deal in Singapore at the time, with a valuation of over SGD 3.2B. The move combined traditional insurance with digital-first innovation, offering policyholders a seamless, app-based experience.
Aviva Asia’s transformation paved the way for Singlife to emerge as a modern financial services brand focused on life insurance, investment-linked plans, and integrated wealth solutions, helping Singapore retain its role as a financial innovation hub.
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Aviva Asia: From legacy brand to digital-first future
In 2023, Aviva plc announced its exit from the Singlife joint venture, selling its remaining stake to Sumitomo Life Insurance Company of Japan. This move marked Aviva Asia’s final step in passing the torch to Singlife as a fully independent, locally driven entity.
Today, Singlife (formerly Aviva Asia) continues to innovate in insurance technology—supporting digital onboarding, AI-powered underwriting, and customer engagement tools through its mobile-first platform. The brand also emphasizes financial wellness, offering users tools to track, plan, and protect their wealth in real-time.
From its roots as a multinational’s regional arm to its reinvention as a homegrown digital insurer, Aviva Asia’s journey exemplifies how legacy institutions can lead in innovation, resilience, and customer empowerment.
