Ann Owen, who spent four years developing Aviva’s high-net-worth (HNW) private clients business into a proposition capable of operating through Lloyd’s, has been appointed managing director of UK Commercial and Aviva Private Clients (APC). She takes over the position following David Martin’s departure to PIB Group earlier this month.
The appointment takes immediate effect, subject to regulatory approval, and brings both business divisions under one senior leader. Meanwhile, Kate Wells has been appointed managing director of APC and will report directly to Owen. Wells joined Aviva in 2023 as APC’s chief operating officer after previously serving as managing director of Azur Underwriting.
A Reshaped Leadership Structure
Owen’s appointment marks another significant development in Aviva’s commercial leadership structure.
Following Martin’s decision to leave and become group chief executive at PIB Group, Aviva divided his combined responsibilities into two separate roles. Michelle Taylor was appointed chief distribution officer, while the UK Commercial managing director position remained vacant. Owen’s appointment fills that position while she continues to oversee APC, bringing the commercial and HNW businesses under a shared leadership structure.
Owen brings extensive experience in the private clients insurance market. She joined Aviva in 2021 following the insurer’s acquisition of the renewal rights to AXA XL’s UK private clients portfolio. Before that, she served as chief underwriting officer for private clients at XL Catlin and AXA XL.
She also spent more than a decade at AIG, where she was responsible for EMEA personal property and the insurer’s international private client operations. Her new UK Commercial responsibilities therefore extend beyond her previous specialisation in the private clients market.
Two Business Divisions, One Leadership Direction
Aviva Private Clients began its phased launch at Lloyd’s in January 2026, enabling the insurer to offer international property and asset policies exclusively through Lloyd’s brokers. This development established Aviva as a dual-stamp operator in the high-net-worth insurance market.
Alongside this expansion, Aviva has continued to restructure its commercial insurance business. In September, the insurer launched Aviva Premier, a proposition targeting larger mid-market businesses with more complex insurance requirements. The move also formed part of its wider strategy to step away from business it considers unsustainable.
It remains to be seen whether Owen’s combined leadership responsibilities will lead to closer integration between the two divisions. One potential opportunity could involve introducing commercial brokers to APC’s high-net-worth proposition. However, Aviva has not yet provided further details about how this might develop.
Michelle Taylor’s appointment as chief distribution officer, announced on the same day as Martin’s departure, also gives Aviva a dedicated senior leader responsible for broker and partner relationships. This role will operate alongside Owen’s expanded responsibilities, further shaping the insurer’s commercial leadership structure.
