Aviva Newsroom - 6 November 2007

Aviva Announces Asia Pacific Executive Team Changes

6 November 2007

Aviva today announces senior management changes to its Asia Pacific Executive team as a show of the Group's commitment in continuous growth and expansion in the Asia Pacific region.

Keith Perkins, will become Aviva's Business Development Director covering the Asia Pacific region. In his new role, Keith will be responsible for Aviva's new business opportunities in the Asia Pacific region covering new territories and product platforms. Keith will assume his new role with effect from 1 January 2008.

Keith is currently the CEO looking after Singapore, Hong Kong and the Middle East. He has been in based in Singapore since 2001 when he first negotiated with DBS to purchase the Insurance Corporation of Singapore (ICS). Since then, he grew Aviva's Singapore operations to become one of the nation's leading top insurers. In Hong Kong, Aviva is now recognised as the fastest growing insurer in Hong Kong since the business was launched in 2002.

"Keith's appointment underscores Aviva's commitment to Asia Pacific. Total sales of our business in this region are up 66% to £3,068 million. We want to accelerate our growth momentum even further and Keith's experience will be invaluable as we evaluate new markets and replicate the Singapore and Hong Kong successes in the region," said Simon Machell, CEO, Aviva Asia Pacific.

Keith succeeds Charles Anderson who will be pursuing his career outside the Aviva Group.

Since Aviva's entry into the life insurance market in Asia in 2001, it is now in nine markets – China, India, Sri Lanka, Singapore, Malaysia, Hong Kong, Taiwan, Australia and the Middle East.

Taking over from Keith will be Shaun Meadows, currently the Marketing Director of Aviva's general insurance business in the UK. Shaun's role as CEO of Singapore, Hong Kong and Middle East will also take effect from 1 January 2008. His appointment is subject to regulatory approval.

Shaun brings with him the wealth of 26 years of experience in the insurance industry. He is now responsible for the marketing, brand and product development of Aviva's insurance and motoring services business in the UK, which is the largest Insurance group with a premium of circa £6bn and nearly 22,000 staff.

"Shaun brings with him a unique winning formula of rich experience coupled with fresh perspective on sustaining market growth in Singapore and Hong Kong. His move to Singapore and Keith's advancement reinforce Aviva's commitment to strengthening our team and supporting our ambitions in the Asia Pacific market," said Simon.


Notes to editors:

  • Aviva is the leading provider of life and pensions 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 at 31 December 2005.
  • Aviva's principal business activities are long-term savings, fund management and general insurance, with worldwide total sales of £41.5 billion and assets under management of £364 billion at 31 December 2006.
  • In Asia Pacifc, Aviva operates in Singapore, Hong Kong, China, India, Sri Lanka, Malaysia, Taiwan, Australia and the Middle East. It sells its products and services via a multi-distribution model including direct sales force, brokers and bancassurance channels.
  • In long-term savings new business figures for third quarter 2007, Aviva's total sales in Singapore have increased by 94% to £724 million (2006: £387 million), with life and pension sales growing by 10% to £219 million (2006 : £207 million). In Hong Kong, sales have almost doubled to £252 million (2006: £141 million) due to strong IFA sales performance, which now accounts for 68% (2006: 50%) HK's of total sales.
  • The Aviva media centre at includes images, company and product information and a news release archive. Photographs of Simon Machell, Keith Perkins and Shaun Meadows are available from the Aviva media centre at

For media enquiries, please email us at

Contact Us

Click here to contact us and learn more about Aviva.