Aviva becomes among the first to receive FCA approval for a new targeted support model, set to launch in 2026, aiming to help millions make more confident financial decisions without full advice.
Aviva has become one of the first major financial services groups to secure approval from the Financial Conduct Authority to offer targeted support, as the regulator begins rolling out a new regime aimed at narrowing the UK’s advice gap.
The insurer said the service will be introduced in stages from summer 2026, starting with pension customers. Rather than providing full regulated advice, the approach will use prompts and suggestions based on the behaviour of people in similar circumstances, with the aim of helping customers make more confident decisions about their money.
The move comes as the FCA opens the door for firms to apply for permission to provide targeted support under its Advice Guidance Boundary Review, a wider effort to make it easier for consumers to get useful help without crossing into personalised advice. The regulator has said millions of people could benefit from extra support when faced with major financial decisions, particularly around pensions and investments.
Aviva now joins firms including Quilter, Royal London and Vanguard in gaining approval, as the market begins to prepare for a model the FCA has been developing since consulting on the issue. In a recent policy statement, the regulator confirmed its near-final rules for targeted support in pensions and retail investments, signalling that the framework is moving from design to implementation.
According to the FCA, the review is intended to improve access to financial support while preserving the protections that come with dealing with an authorised firm. The regulator has also said it wants firms to be proactive in helping customers rather than waiting for them to ask for assistance.
Aviva said the service would evolve over time through customer feedback, testing and continued engagement with the regulator. Michele Golunska, managing director of wealth at Aviva, said millions of people were making difficult financial choices without enough guidance and argued that targeted support could offer a more practical alternative.
She said: “Millions of people are having to make complex financial decisions without the guidance they need. Indeed, only 9% of people are believed to take full financial advice in the UK today.
“Targeted support gives us the opportunity to provide people with the help they need in a more practical way.”
She added: “Our ambition is to create a service that feels accessible and easy to use. It will help customers take the next step with confidence and we are committed to playing our role in supporting our customers’ financial futures.”
The FCA’s earlier feedback on the review indicated broad support from industry and consumer groups for targeted support and simplified advice, though the regulator has stressed that the regime must be carefully designed to stay within the boundary between guidance and advice. For providers such as Aviva, the challenge now is to turn that policy into a usable service that reaches customers at the point where decisions are hardest.
- https://www.moneymarketing.co.uk/news/aviva-secures-fca-approval-to-offer-targeted-support/ – Please view link – unable to able to access data
- https://www.fca.org.uk/news/news-stories/fca-opens-authorisation-gateway-targeted-support – The Financial Conduct Authority (FCA) has opened the authorisation gateway for firms to apply for permission to provide targeted support. This initiative, effective from 6 April 2026, allows authorised firms to offer suggestions tailored to groups of consumers with common characteristics, assisting them in making informed decisions about their pensions and investments. The FCA aims to enable firms to provide this support promptly and encourages them to be proactive in assisting their customers.
- https://www.fca.org.uk/firms/advice-guidance-boundary-review – The FCA’s Advice Guidance Boundary Review seeks to improve consumer access to financial support by examining the regulatory boundary between financial advice and other forms of support. The review aims to help consumers navigate their financial lives and make informed decisions about their pensions and retail investments, while ensuring they have the protection that comes from engaging with an authorised firm.
- https://www.fca.org.uk/news/news-stories/advice-guidance-boundary-review-november-2024-update – The FCA has outlined the next steps in its work to close the advice gap, following feedback on its Discussion Paper (DP23/5). The focus is on pensions, with plans to consult on high-level proposals for targeted support in pensions in December 2024, allowing firms to provide support to pension savers in a new way. This is part of the FCA and HM Treasury’s Advice Guidance Boundary Review.
- https://www.fca.org.uk/publications/policy-statements/ps25-22-supporting-consumers-pensions-investment-decisions-rules-targeted-support – The FCA has published its near-final rules for a new regulatory framework for targeted support in pensions and retail investments. These rules aim to help consumers make informed decisions about their pensions and investments by allowing authorised firms to provide suggestions tailored to groups of consumers with common characteristics. The FCA has confirmed these rules as final, with minor changes made since their near-final publication.
- https://www.fca.org.uk/publications/feedback-statements/feedback-advice-guidance-boundary-review – The FCA has set out its updated approach to help people access financial and investment support. Following a consultation in December 2023, the FCA received 106 written responses and feedback from industry and consumer groups. The feedback indicates that most respondents agree with the proposals outlined in the paper, including the introduction of targeted support and simplified advice to help consumers make informed financial decisions.
- https://www.fca.org.uk/news/speeches/new-simplified-advice-regime-and-advice-guidance-boundary-review – The FCA and the Treasury are jointly carrying out a holistic review of the boundary between advice and guidance. The purpose of the review is to gather a detailed understanding of how the boundary is operating and its impact on consumers, which will inform any necessary changes going forward. The aim is to ensure that consumers get the help they need at the time they want it and at a cost that is affordable to help them make informed financial decisions.
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
8
Notes:
The article reports that Aviva has secured FCA approval to offer targeted support, with the service set to begin in summer 2026. This aligns with the FCA’s introduction of the targeted support regime on 6 April 2026. ([burges-salmon.com](https://www.burges-salmon.com/articles/102mohl/targeted-support-goes-live-on-6-april-2026-what-you-need-to-know/?utm_source=openai)) However, similar announcements from other financial institutions, such as Legal & General and Royal London, were made in May and April 2026, respectively. ([group.legalandgeneral.com](https://group.legalandgeneral.com/en/newsroom/press-releases/l-g-adds-targeted-support-to-its-proposition-following-fca-approval?utm_source=openai)) This suggests that Aviva’s announcement is part of a broader industry trend and may not be entirely original. Additionally, the article does not provide specific dates or figures, which makes it challenging to assess its freshness and originality fully.
Quotes check
Score:
6
Notes:
The article includes direct quotes from Michele Golunska, managing director of wealth at Aviva. However, these quotes do not appear in the provided search results, making it difficult to verify their authenticity. Without independent verification, the credibility of these quotes is uncertain.
Source reliability
Score:
7
Notes:
The article is published on Money Marketing, a UK-based financial news website. While it is a known source within the financial industry, it is not as widely recognised as major news organisations like the BBC or Reuters. This raises questions about the source’s reach and potential biases.
Plausibility check
Score:
8
Notes:
The claims about Aviva’s FCA approval and the introduction of targeted support are plausible and align with the FCA’s recent initiatives. However, the lack of specific details, such as dates and figures, makes it difficult to fully assess the accuracy of the claims.
Overall assessment
Verdict (FAIL, OPEN, PASS): FAIL
Confidence (LOW, MEDIUM, HIGH): MEDIUM
Summary:
The article reports on Aviva’s FCA approval for targeted support, but similar announcements from other financial institutions have been made recently, suggesting a lack of originality. The quotes from Aviva’s managing director cannot be independently verified, and the source’s reliability is moderate. The lack of specific details further diminishes the article’s credibility.