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True customer composite. Aviva is a composite offering its customers life, general and health insurance and asset management, and is the only composite of scale in the UK. Historically, the financial benefits of being a composite were clear: diversification benefits of risk and capital. The customer benefits were less evident. But as the world becomes more digital and less intermediated it will become easier to sell direct to customers and to package products. Being a true customer composite will enable Aviva to have a strong competitive advantage going forward.