Target Market Statements and Fair Value Assessments

Commercial Lines

The FCA Product Intervention and Product Governance Sourcebook Chapter 4 (PROD4) and Insurance Distribution Directive (IDD) regulatory rules require Product Manufacturers to share information about their products with their Distributors. This includes:

  • Information about the intended target market; and
  • The outcome of a fair value assessment.

To meet this requirement Aviva, as the Underwriter and sole Product Manufacturer, provides the following documents for your reference:

  • ‘Target Market Statements’ - these provide you with information about the intended target market. Our Target Market Statements are intentionally provided at a category level to clarify who our products are designed for, who they are not intended to support and how we expect the product can be offered to clients.
  • ‘Fair Value Assessment Outcomes’ - these provide you with the outcome and conclusion of the full fair value assessment that Aviva has completed.

You can find out more about our product approval process here or our product oversight and governance information for distributors here.

Please note:

  • The content provided below is not intended for clients or operational sales staff.
  • Specific data and remuneration details cannot be shared here as it is commercially sensitive information so will continue to be discussed in your individual account management meetings.
  • It is not expected that sub-agents distribute these products however if this is the case please contact us as information should be shared through the distribution chain.
  • Fair Value Assessment Outcomes for co-manufactured arrangements where Aviva provide underwriting capacity are not shown here.
  • For detailed product information please continue to refer to the relevant insurance policy document cover and exclusions in the document library.


In most instances, Aviva Commercial Lines General Insurance products are designed to provide insurance solutions to clients in a wide range of market segments.  It may be that a customer has the need for more than one product, and they may be selected in a combination that suits their needs, providing the eligibility criteria are met.  Almost all of our Commercial Lines products are also not suitable for consumers as defined by the FCA. A consumer is classed as any person who is acting for purposes which are outside their trade or profession. High level information regarding standard eligibility criteria is detailed in each of the Target Market Statements where relevant, however please contact your local Trading office underwriter should you require a tailored quote.