Client: Citizens Advice
Aviva and Citizens Advice’s (CA) partnership aims to boost the financial resilience of individuals and communities across the UK. They partnered in late 2022 to increase the capacity of frontline advice services amidst a deepening cost-of-living crisis. The initial investment enabled CA to employ as many as 50 additional frontline staff across 30+ UK locations to meet demand through their Adviceline telephone service. It also increased their Content team's capacity by 53%. Since the partnership began, this funding has enabled the support of 121,689 additional clients, achieving over £15.8 million in financial gains. Website content improvements have led to a 10% rise in client self-service. This partnership is about more than simply providing funding. Aviva staff at all levels of seniority have engaged in skills-based volunteering including a 12-month adviser secondment programme, executive level workshopping days and a 4-year project to transform CA's webchat capability. Aligned to Aviva's place-based strategy, further specific activations such as fundraising events at local CA offices including York, Norwich and Sheffield are in development. Aviva and CA recently launched a new referral service which involved training Aviva teams to identify customers exhibiting signs of vulnerability and refer them to CA directly.
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