Aviva USA
“Product Overview & Sweet Spots”
Levi Robinson, CLU, FLMI
Field Training and Development
For agent use only. Not for use with the general public.

CompetitiveEdge
We’ve been here from the
beginning.
In 1998, a few select carriers introduced the
first Indexed Universal Life products. A year
later, Aviva USA’s predecessor company
joined the market and has since become the
leading provider of IUL, a position we have
not relinquished.
For agent use only. Not for use with the general public.

CompetitiveEdge
The IUL landscape has changed considerably since
those early days. A few of the IUL pioneers dropped out
while many others have jumped on the bandwagon. But
only Aviva can claim a decade of sustained
leadership in Indexed Universal Life.
For agent use only. Not for use with the general public.
1 Source: AnnuitySpecs.com’s Indexed Sales and Market Report

Aviva Product Portfolio - Core
Our Commitment to Winning with You
Index UL Traditional UL
Lifetime Builder Advantage Builder Aviva LifeStage UL Guarantee UL
Solution
Highest Earnings Potential Lowest Cost Current Assumption Guarantee Universal Life
2% Guaranteed 2% Guaranteed Interest 3% Guaranteed Interest
3.5% Guaranteed Interest
Interest Rate Rate Rate
Rate
Great for Cash Value
Death Benefit Sales; No-Lapse Meet death benefit protection Low cost, guaranteed death
Accumulation & retirement
Guarantee under age 65 and cash accumulation benefit protection over age 65
income
Products issued by and all policy benefits are the responsibility of Aviva Life and Annuity Company, West Des Moines, IA.

Death Benefit Protection
No Lapse Guarantee
• Meet market need
Survey question % Agree
I feel that I need more life insurance.1 50%
Our household would have trouble keeping up with 70%
expenses within a few months after the death of the primary
breadwinner.2
• Provide fair return for risk taken
– High capital requirements & risk profile require active product management
– Re-pricing every 9-15 months to manage UL mix of business (<= 50% NLG)
• Package within valuable proposition
– NLG portfolio with value-added Wellness Rider provides differentiation
1 – LIMRA “Trends in Life Insurance Ownership” 2010 survey, all responses
2 – LIMRA “Trends in Life Insurance Ownership” 2010 survey, responses from households with children under 18.

Lifetime Guarantee
Death Benefit with
Aviva’s No-Lapse Guarantee
For agent use only. Not for use with the general public.

No-Lapse Guarantee Portfolio
Low Cost Guaranteed Death Benefit Protection
• Advantage Builder IV with NLG Rider
– More competitive under 65
• Guarantee UL Solution III
– More competitive over 65
– Lower NLG premium than Advantage IV at those
issue ages
• Competitiveness
– Most competitive with limited pay scenarios
• Target Premiums
– Increased to align with lifetime NLG premiums
Policy Form 2EDB08, 2UDA10, 2NLEEA10, WL16579 #15579 0261410
Products issued by and all policy benefits are the responsibility of Aviva Life and Annuity Company, Des Moines, IA. - 01/11/2010

Wellness for Life Rider v2* ®
Benefits AND Rewards for Life Products
Wellness Benefits Wellness for Life RewardsSM
• Available to all insureds • Available to insureds that
• Provided by Mayo Clinic satisfy wellness qualification
Health Solutions criteria
• Includes: • Qualification criteria
– EmbodyHealth website – Routine physical once
– Online health risk every 24 months
assessment – Maintain weight within
– 24 hour nurse hotline range set at issue
– Quarterly newsletter • Rewards can potentially
increase cash values or be
– Discounts on publications used to offset No Lapse
Guarantee premium
For agent use only. Not for use with the general public. 16076 098550
*May not be available in all states. Rider issued by and all rider benefits are the responsibility of Aviva Life and Annuity Company, West Des Moines, IA. Policy form 2WFLAJ07-
2. It is anticipated that Wellness for Life® services will be provided by Mayo Clinic Health Solutions for the life of the Program. It is possible that the provider and/or menu of
Wellness Services may change or be enhanced at some future date. Wellness benefits not available in Oregon or Tennessee. Products issued by Aviva Life and Annuity, West
Des Moines, IA. Product and Rider availability may vary by state.

Wellness Benefits from Mayo
Clinic
EmbodyHealth website
– Free online health risk
assessment
• 24/7 nurse hotline
• Discounts on publications
• Agent personalized
– Quarterly EmbodyHealth
Newsletter
For agent use only. Not for use with the general public.
Products issued by Aviva Life and Annuity, West Des Moines, IA. Product and Rider availability may vary by state. 13964 075249

Wellness for Life RewardsSM
Aviva’s Wellness for Life RewardsSM!
Level I Discount is .50%
Multiplied by the policy
year (3 X .50%)
1.50% COI Discount
Level II Discount is 1.00%
Multiplied by the policy
year (3 X 1.00%)
3.00% COI Discount
For agent use only. Not for use with the general public. 14658 204149

Wellness for Life V2 ® Program
Wellness for Life RewardsSM
• Wellness for Life RewardsSM:
– Available to insureds that satisfy defined
wellness qualification requirements
– Potential COI reductions beginning in 3rd
policy year
– Guaranteed
– Discount rates will be declared by Aviva
– Reduce no-lapse guarantee premium
• Discount Formula:
– COI discount = policy year x discount rate
declared
– Policy year multiplier capped at 20
For agent use only. Not for use with the general public.
Products issued by Aviva Life and Annuity, West Des Moines, IA. Product and Rider availability may vary by state. 12704 283248

Sales Ideas
For agent use only. Not for use with the general public.
Products issued by Aviva Life and Annuity, West Des Moines, IA. Product and Rider availability may vary by state. 13964 075249

Here’s the situation…
Case Study #1
FACTS…
• Male Age 30
• Standard Non-Tobacco
• Needing $500,000 in
Guaranteed Life Insurance
• What would work best for him?
For agent use only. Not for use with the general public.
Products issued by Aviva Life and Annuity, West Des Moines, IA.
Product and Rider availability may vary by state. 13964 075249

Advantage Builder IV | $500,000 Guaranteed Death Benefit |
No Lapse Solve | Male Age 30 | Standard NT | Wellness Version 2
$188,461
For agent use only. Not for use with the general public.
This hypothetical example is for illustration purposes only and is not indicative of past, nor intended to predict future performance of any Index or annuity product.
Products issued by Aviva Life and Annuity, West Des Moines, IA. Product and Rider availability may vary by state. 13964 075249

Wellness for Life® Rider v2
Wellness/NLG Supplemental Illustration
Total Premium
Paid:
$88,101
• Shows level 2 wellness
rewards from non-guaranteed
Savings Of:
ledger of basic illustration $100,360
• Rewards from prior year
offset current year NLG
premium obligation
• Highlights potential reduction
Wellness rewards have the potential to significantly reduce the
in out-of-pocket NLG
NLG premium!
premiums
For agent use only. Not for use with the general public.
Products issued by Aviva Life and Annuity, West Des Moines, IA. Product and Rider availability may vary by state. 13964 075249

Cash Accumulation
Indexed UL
• Meet market need
Survey % Agree
For pre-retirees, Social Security will be able to pay 36%
me a benefit when I retire.1
Regularly setting money aside, other than in a 32%
pension, is the most important way to fund my
retirement.2
• Provide a fair return for risk taken
– Premium patterns, capital usage and profit profile of cash accumulation
provides balance to NLG products
• Package with a valuable proposition
– Upside accumulation without downside risk for the consumer
– High target premium enhances revenue opportunity
1 – Gallup poll, July 2010
2 - Aviva’s 2010 Customer Attitude to Savings Survey – USA results

Historical Returns
S&P500 – Uncapped One-Year Point-to-Point
1/1/2000 – 12/31/2009
S&P Returns - Uncapped/unfloored
60.00%
40.00%
20.00%
0.00%
-20.00%
-40.00%
-60.00%
Standard & Poor’s”, “S&P 500”, “Standard & Poor’s 500” and “500” are trademarks of The McGraw-Hill Companies, Inc.
and have been licensed for use by Aviva. These products are not sponsored, endorsed, sold or promoted by Standard &
Poor’s and Standard & Poor’s make no representation regarding the advisability of purchasing these products.

Historical Returns
S&P500 –One-Year Point-to-Point
1/1/2000 – 12/31/2009
S&P500 - Uncapped/unfloored S&P500 - Capped/floored
60.00%
40.00%
20.00%
0.00%
-20.00%
-40.00%
-60.00%
Standard & Poor’s”, “S&P 500”, “Standard & Poor’s 500” and “500” are trademarks of The McGraw-Hill Companies, Inc.
and have been licensed for use by Aviva. These products are not sponsored, endorsed, sold or promoted by Standard &
Poor’s and Standard & Poor’s make no representation regarding the advisability of purchasing these products.

Historical Returns
Foundation Builder Plus
Actual Results 1/1/2000 – 12/31/2009
Year Aviva’s Industry
IUL UL*
Even in the worst decade
2000 5.88% 6.08%
since the existence of the
2001 0.00% 5.93%
2002 0.06% 5.78%
S&P 500, Aviva still credited
2003 6.11% 5.23%
as much interest as a
2004 9.86% 4.95%
traditional UL on average
2005 6.61% 4.85% and considerably more in the
2006 8.13% 4.83% up years.
2007 9.33% 4.80%
2008 0.02% 4.80%
2009 2.99% 4.78%
Segment
Term Avg 5.36% 4.81%
*As reported in LIMRA’s Individual Life Insurance Sales Survey from 3/30/2010

Summing up the Proof
Aviva’s guideline illustrated rates (our long-term outlook)
is 2.15% - 2.95% above the median traditional UL
credited rate.
Even in the worst decade in the S&P history, Aviva’s
Indexed UL products credited at least as much on
average as a traditional UL.

Lifetime Builder III
For agent use only. Not for use with the general public.

Cap Rates/Illustrated Rates
Lifetime Builder III
Lifetime Builder III unique cap rates/illustrated rates.
Lifetime Builder III
Strategy Participation Cap Rate Illustrated
Rate Rate/Credited Rate
1-Year Point-to-Point 100% 12.25% 7.65%
2-Year Point-to-Point 100% 30.0% 7.75%
Monthly Average 100% 15.0% 6.45%
Monthly Cap 100% 4.50% 8.70%
Multi-Index 100% 13.0% 7.10%
1-Year Fixed N/A N/A 4.85%
5-Year Fixed N/A N/A 4.10%
*Two-Year Point-to-Point Strategy Not Available In New York. Strategies may not be available in all states. Dollars in strategies can be redirected at the end of each segment term.

CompetitiveEdge
What they’re not telling you about those
higher illustrated rates.
While a higher illustrated rate sounds great in
theory, what other carriers may not openly
disclose is that those higher rates may be
masking a cost structure that can weigh down
an IUL policy’s cash accumulation potential.
For agent use only. Not for use with the general public.

CompetitiveEdge
One way to demonstrate the impact of policy charges on the cash accumulation
potential of an IUL product is to compare the Gross Illustrated Rate with the Net
Illustrated Rate.
For agent use only. Not for use with the general public.

CompetitiveEdge
The right IUL product starts with a
foundation of guarantees.
And Aviva has the strongest foundation.
Aviva’s indexed universal life structure, which has led the industry for 10 years,
begins with a solid foundation of guarantees. Even as more competitors enter
the IUL marketplace, our Lifetime Builder product continues to boast the most
solid level of guaranteed features in the industry.
For agent use only. Not for use with the general public.

CompetitiveEdge
Aviva’s guaranteed interest rate level and timing in combination with the guaranteed account value enhancement
provide a solid foundation regardless of future index returns.
1 only on funds linked to indexed strategies 2 only on funds not linked to indexed strategies
Source: Full Disclosure IUL Survey, July 2011, and individual contract review. For agent use only. Not for use with the general public.

Competitive Loan Features
• Variable Rate Loan*
• Interest charged based on Moody’s Corporate Bond
Yield
• The crediting rate is the same for borrowed and non-
borrowed funds
– Never less than 3% or more than 9.5%
• Annually Declared Fixed Rate Loans
• Net cost of 2% on non-preferred loans
• Preferred loans available after 10th policy year at net
cost of 0% Outstanding loans are treated as a lien against
the policy’s cash value and death benefit.
Loan repayments may be made at any time.
* Not available in the state of New York
For agent use only. Not for use with the general public. 17859 115141

NEW Loan Feature
• Ability to switch from a variable interest rate
loan to a fixed interest rate loan (vice versa)
• Up to a maximum of three times during life of
contract
• Only illustratable one time

Switching Loans…
• Client has been taking $20,000 in variable loans for 10
years and is age 70
• At age 70 the Moody’s Corporate Bond Yield is now at 9.5%
when the client began taking out loans it was at 5.7%
• The S&P is down and client is currently earning the 2%
minimum guarantee, therefore your net rate 7.5%
• With the new feature the client can elect to switch to a fixed
loan without paying off the outstanding loan balance and
now have a preferred fixed loan at a rate of Zero%

LIF PRO
“Life Insurance Funded
Personal Retirement Option”
For agent use only. Not for use with the general public.

The case for LIF PRO…
54% of non-retired Americans say they doubt they will have
enough money to live comfortably once they retire.*
45% say that their 401(k) and other tax exempt plans will
be a major source of retirement income.*
18% (up from 10% in 2001) say part-time employment will
be a major source of retirement income.*

Sources of Retirement Income
Annual Limits Income Tax
Tax-Deferred Tax-Preferred
on Free Death
Accumulation Distribution
Contributions Benefit
Traditional IRA Yes Yes No No
Roth IRA Yes Yes Yes Yes
Qualified Plan (401(k)) Yes Yes No No
CD No No No No
Mutual Funds No No No No
Municipal Bond Fund No No No No
Individually Owned
No Yes No No
Deferred Annuity
Life Insurance No Yes Yes Yes

LIF PRO
Discrimination Against High Wage-Earners
Income Replacement with 401(k) & Social Security
Compensation (age 45) $50,000 $150,000 $250,000
401(k) Annual Contribution
$5,000 $15,000 $16,500
(10% of Compensation)
401(k) Annual Benefits
$18,054 $54,162 $59,579
(beginning at age 67)
Social Security Annual
$20,088 $29,484 $29,484
Benefits (age 67)
Total Annual Retirement
$38,142 $83,646 $89,063
Income (age 67)
% of Income Replaced 76% 56% 36%
Compensation (age 45) $50,000 $150,000 $250,000

LIF PRO
Why Life Insurance:
• Tax-deferred accumulation
• Tax-preferred distributions
• Income tax-free death benefit
• No income limits on participation
Why INDEXED U.L.?
• Upside potential
• Limited downside market risk

LIF PRO
How it Works:
1. Select Policy – Aviva’s IUL
2. Client is Owner/Insured
3. DB set to Minimum Non-MEC
4. Client pays scheduled premiums
– Usually short-pay until retirement
5. Policy cash value can be accessed during
retirement for supplemental income
6. Beneficiaries will receive valuable income tax-
free death benefit
For agent use only. Not for use with the general public. 14778 244149

LIF PRO
Diagram
Owner/Insured
Beneficiaries

Client Profile
• Steve Smith
• Age 45, premier, 35% income tax bracket
• Contributing max to 401(k)
• Roth IRA, Traditional IRA Challenges?
• Can afford $500 a month
• Plans on retiring at age 67

LIF PRO
An Example: Premier Non-Tobacco
• $500 monthly premium
• Minimum Non-MEC death benefit
• Increasing death benefit
22 Years
Premiums
This hypothetical example is for illustration purposes only and is not intended to predict future performance.

LIF PRO
An Example: $500 monthly premium
Begin
Distributions
Age 68
• 20 years distributions beginning at age 67
• $28,013 annual income tax-free distributions
• $37,817 before-tax equivalent (assuming 35%
income tax bracket)
This hypothetical example is for illustration purposes only and is not intended to predict future performance.

LIF PRO
An Example: $500 monthly premium
Distributions
Thru Age 87 Death
Benefits Still
Increasing
• 20 years of distributions
• Significant death benefit remaining after final distribution
This hypothetical example is for illustration purposes only and is not intended to predict future performance.

Term Exchange
Program
For agent use only. Not for use with the general public.

Guaranteed Term Exchange
• Term policy must be with an eligible company
• Conversion must occur within 36 months of the term policy
issue date
• Original term policy must have been fully underwritten
• $100,000 minimum face; $1 million maximum face
Aviva will issue the policy with same
rating, same face with no underwriting
as long as it meets these criteria and FULL
COMMISSIONS to the writing agent!

Guaranteed Term Exchange

Table Reduction
Program
For agent use only. Not for use with the general public.

Table Reduction Program
• Rated cases eligible for standard issue
• Available on Indexed Survivorship product subject to a special joint-
life rule
• Client Eligibility
– Ratings up to and including Table 3
– Issue ages 20-70
– Lifetime face amount maximum of $10 million
• Product Eligibility
– All Aviva permanent life products
– Excludes Term and Single Premium Life

Top 10 Ratable Health Conditions
High Blood Pressure Diabetes
Build Asthma
Crohn’s Disease Anxiety
Sleep Apnea Colitis
Arthritis Arterial Fibrillation

Rated Case Example
Lifetime Builder III
What if insured is rated Table 3?
• Female age 35
• Standard NT
• Minimum Death Benefit
• $500 PAC Premium To Age 65
• Variable Loan 65-85 with Table 3 = $28,556
• Variable Loan 65-85 No Table = $38,949
36% Increase!

IUL Expertise & Commitment
• Aviva has been industry leader in annual indexed UL
sales every year since 2001.
– Expertise in product design and investment
management
• Competitive advantages include:
– Patented interest crediting approach
– Flexibility in access to funds
– Multiple index strategies available

Questions

We are building insurance around you SM
For agent use only. Not for use with the general public.