Aviva USA First to Launch Presence in Second Life Aimed at Life Insurance and Annuity...

Aviva USA First to Launch Presence in Second Life Aimed at Life Insurance and Annuity Agents

Island Developed as Venue for Agent Recruitment, Education and
Training
DES MOINES, Iowa--(Business Wire)--
Aviva USA, part of Aviva plc, the fifth-largest insurance group in
the world, today invited its current and prospective agents to
visit the company's private island in Internet-based virtual world
Second Life. Aviva is the first life insurer to develop an island as a
venue for agent recruitment, education and training. The company is
evaluating how it might also use its presence in Second Life to
benefit its customers and employees.

"Aviva understands that innovation and technology create
competitive advantage," said Tom Godlasky, Aviva USA's president and
CEO, who was named one of five "tech-savvy CEOs" in the June issue
of Insurance & Technology magazine. "Aviva's island in Second Life
strengthens our commitment to helping our agents and their customers
build bright futures."

Visitors are welcomed by invitation only; life insurance and
annuity agents can request an invitation by calling toll-free
800-801-1486, option 1, extension 2396. Agents may download the
software and create an avatar at secondlife.com to join Aviva in
Second Life. There is no fee for registering an account or
participating in Second Life.

"Second Life provides Aviva with a rich environment for connecting
with agents," said Mark Heitz, president of sales and distribution for
Aviva USA. "Aviva's product innovations are aided by technology, and
we think an island in Second Life is one way to use technology to help
agents learn about Aviva and our products."

Aviva's island features free virtual gifts for visitors, a
training center and a "Bright Futures Center" which includes dioramas
of life stages, a wellness area featuring lifestyle tools and private
"wellness toolbar" for users to track Second Life and real world
activities.

Aviva's Second Life property will be exhibited at the Million
Dollar Round Table annual meeting in Toronto June 22-26, 2008.

In April 2008, Second Life had nearly 14 million "Residents" and
an economy totaling 4.9 billion Linden dollars (equal to about $19.6
million). Since launching in 2003, Second Life has seen investment
from consumer and technology companies, including IBM, as a medium for
training, meetings and corporate presentations.

ABOUT AVIVA

Aviva is the leading provider of life insurance and annuities to
Europe with substantial positions in other markets around the world,
making it the world's fifth-largest insurance group based on gross
worldwide premiums as of December 31, 2007. Aviva's principal global
business activities are long-term savings, fund management and general
insurance, with worldwide total sales of $98.4 billion and assets
under management of $724.6 billion as of December 31, 2007.

Aviva currently has 57,000 employees serving 45 million customers.

Aviva is traded on the London Stock Exchange under the symbol AV.

ABOUT AVIVA USA

In 2006, Aviva grew its existing U.S. presence by acquiring AmerUs
Group, a national leader in indexed annuities and indexed life
insurance. Nationally, Aviva USA is ranked number one in sales of
fixed indexed life insurance and number one in sales of fixed indexed
annuities. Aviva USA's employees are committed to helping customers
meet their long-term savings, insurance and retirement income needs.
www.avivausa.com.

Hanser & Associates
Erica Laust, 515-224-1086
Mobile: 515-720-3227
or
Aviva USA
Jonna LaToure, 515-557-3910

Copyright Business Wire 2008