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Business & Economics

Aviva to accelerate growth with landmark acquisition of Direct Line

GlobalData
Summary
Nutrition label

70% Informative

Aviva’s 3.7bn acquisition of Direct Line is set to finalise in July 2025 .

The combined group is expected to become a major force in the UK 's general insurance sector.

Aviva is willing to take a risk and proceed with the deal ahead of receiving Competition and Markets Authority ( CMA ) clearance.

VR Score

70

Informative language

72

Neutral language

35

Article tone

formal

Language

English

Language complexity

65

Offensive language

not offensive

Hate speech

not hateful

Attention-grabbing headline

not detected

Known propaganda techniques

not detected

Time-value

medium-lived

External references

no external sources

Source diversity

no sources

Affiliate links

no affiliate links