Legacy and scale Friends First is an established life assurance provider in Ireland with a long history dating back to 1834, serving over 276,000 customers and around 300 employees in Ireland, indicating stability and potential cross-sell opportunities within a broad Irish customer base.

Acquisition synergies As part of Aviva since late 2017, Friends First can leverage Aviva's broader product suite, distribution channels, and capital strength to offer integrated protection, retirement, and investment solutions to existing Aviva and Friends First clients.

Regulatory and quality posture Regulated by the Central Bank of Ireland and recognized for excellence (EFQM 5 Star), the company’s strong governance and quality credentials can be leveraged to build trust with institutional and wealth clients seeking reliable, compliant life and protection solutions.

Digital and marketing reach Existing tech stack including WordPress, Google Analytics, and social presence suggests opportunities to deploy targeted digital campaigns to practices, brokers, and direct customers, enhancing lead generation for protection and retirement products.

Growth through partnerships With a revenue profile aligned to mid-market life assurance players and a strong distribution footprint via Aviva, there are openings for bancassurance-style partnerships, affinity programs, and SME or corporate benefits plans to expand premium growth.