Life assurance sales lift Aviva

Insurance giant Aviva has reported a sharp rise in full-year profits thanks to improved sales of life assurance policies and cost cutting.

Pre-tax profits in 2010 came in at £2.4bn, a rise of 35% on the £1.8bn the company made in 2009. Total sales rose by 4% to £47.1bn.

The group saw double-digit growth in new business in the UK, Europe, North America and Asia.

“We’ve gone from strength to strength in 2010,” said boss Andrew Moss.

“By focusing on what we do best in the markets where we have strength and scale, we will continue to prosper in 2011.”