The service, which will launch from summer 2026, is designed to help people make financial decisions through personalised guidance and recommendations, without requiring full financial advice.

Aviva said the move will help address the advice gap, noting that only around 9 per cent of people in the UK currently take full financial advice, The FT reports.

The rollout will begin with Aviva’s pension customers and will be introduced gradually. The company plans to test and develop the service over time to ensure it is accessible, easy to use and helps customers make informed decisions about their finances.

Michele Golunska described the approval as an important milestone, saying targeted support will provide practical help to people who may not otherwise seek financial advice.