RSA Ignores Cheap Life Insurance Business
Wednesday, August 18th, 2010Aviva’s cheap life insurance business is not so attractive to RSA.
RSA is on the hunt for Aviva’s non life insurance business, but it’s no deal as the Board of the Norwich Union (as it was formerly known) say think again.
The RSA bid for Aviva’s non life insurance business is worth around £5 billion cash, but directors of Aviva have given the offer the cold shoulder, saying that the business is worth far more. RSA is not after the cheap life insurance business.
RSA is after Aviva’s general insurance business which has operations in Canada, Ireland and the UK. But the bid does not include the breakdown motoring organisation the RAC, or Health.
The small print of the RSA deal included a provision which meant that Aviva would have been left with the pension liabilities of not only the Health business, but also the general insurance businesses of the operations in France, Italy, Netherlands, Poland, Singapore and Turkey.
The offer from RSA did little to impress Aviva, although the City of London is now awash with thoughts that it’s about time the super insurance group was broken up to maximise shareholder value.
Aviva doesn’t agree and was vociferous in its defence, pointing that the highest shareholder value would be kept by keeping the businesses targeted by RSA within the same group.
The Aviva Board backed up their view with a number of assertions as to the strength of the current business.
Not least that a recent review had revealed that having both Life and Non-Life businesses is the best way to deliver significant capital and earnings benefits. Also, that there are further cost saving synergies to be realised over the short to medium term.
But, as always, it comes down to filthy lucre and RSA, as always with such bids, is bidding low to entice investors and will only reveal its true bid as matters develop.
Aviva is basically saying that RSA is not digging deep enough into its pocket for a business that not only has a dominate market position, but one that also has superb future potential.
To this end, Aviva is reminding RSA, and the City at large, that it is not only the leading general insurance business in the UK and Ireland, but it is the number two player in Canada. Given that, it should be valued accordingly.
What’s more, Aviva contends that the insurance sector is at its lowest point for years and RSA is making a bid at the bottom of the cycle which does not reflect the businesses true earnings potential. They cite the example that in 2006 operating profits of £1.7 billion were lodged in 2006, whereas it had fallen back to £1 billion last year.
Aviva believe that to sell its general businesses now for £5 billion, would be a travesty.
The howls of protest were led by Lord Sharman, the Chairman of Aviva, who said:
“The Aviva Board considered RSA’s proposal carefully with a clear focus on maximising value for Aviva shareholders. Given the compelling strategic and financial benefits to Aviva shareholders of retaining the GI business, its upside potential and the terms offered by RSA, the Board was unanimous in rejecting this proposal.”
Andrew Moss, the Aviva chief executive, weighed in with:
“The progress we’re making in reshaping and transforming Aviva was evident in the 21% increase to £1.27 billion of operating profits at our interim results and we firmly believe this strategy will continue to deliver superior value for our shareholders.”
But whether the RSA gets their hands on the Aviva non life insurance business, leaving it with the cheap life insurance business, will not rest with the directors of the target company. It’s the big fund managers who control large chunks of Aviva stock that will ultimately decide who gets the prize. But RSA will have to pump up their bid a way before any sale might be agreed.
Guest Article by Neil Camp






My name is Alan Potts and I'm the Editor of the BUYability web site and Managing Director of BUYability Limited. You can connect with me or keep up to date with new posts on this blog via the following social media sites: 








