Aviva plc /ˈævɪvə/ or /ˈəviːvə/ is a British multinational insurance company headquartered in London, United Kingdom. It has around 31 million customers across 16 countries. In the UK Aviva is the largest general insurer and a leading life and pensions provider. In addition, Aviva has a focus on five markets in Europe and, in Asia, the company is focused on the growth markets of China and South East Asia. Aviva is also the second largest general insurer in Canada.