Aviva Investors expands UK Wealth team with two new additions

29 January 2026

(London) – Aviva Investors, the global asset management business of Aviva plc, has announced the appointment of Eoin Rooney as Director of Digital Channels and Serena Burton as Strategic Partners Director within the firm’s UK Wealth team. 

  • Eoin Rooney and Serena Burton have joined Aviva Investors’ UK Wealth team 
  • Smera Ashraf has also been promoted to Head of EMEA Wealth, having previously held the role of Head of Global Wealth – UK  

These two appointments further underline the firm’s commitment to the UK Wealth space and follows the appointment of James Southern (Business Development Director) earlier this month. Both Eoin and Serena will be based in London.

Eoin will report into Smera Ashraf, who herself has recently been promoted to the newly created role of Head of EMEA Wealth within the business having previously led the firm’s UK Wealth team. He will be responsible for defining the strategy and leading the distribution of the firm’s investment products across the UK digital wealth market.

With over a decade of experience within the investment sector, Eoin spent several years at Vanguard, where he held a variety of roles across D2C Offer and Strategy within the firm’s UK Personal Investor business. He also served as Chief of Staff to both the Head of Europe and the Head of Retail, supporting key strategic initiatives and regional leadership priorities.

Serena will report to Hayley Randall (Head of UK Advisory Distribution) and will be responsible for overseeing the firm’s strategic partnerships within the UK IFA channel.

She also joins the firm from Vanguard and possesses over a decade of experience within the investment sector. Serena held multiple roles at the firm, most recently Business Development Manager, where she supported the UK Distribution Intermediary team, and prior to this, Chief of Staff to the Head of UK Personal Investor (UKPI). 

Smera Ashraf, Head of EMEA Wealth at Aviva Investors said:

“We’re delighted to welcome both Eoin and Serena to the team. Along with the recent addition of James (Southern) to our team, Eoin and Serena will bring with them a vast amount of experience and expertise from within the UK retail space, which will be a huge value add to our team.  

These two new appointments further underline Aviva Investors’ commitment to the UK Wealth channel, and our ambition to partner with clients who recognise our depth and expertise in the context of an evolving marketplace with ever more complex needs and requirements." 

For more information contact:

Steve Ainger

Head of Media Relations

Thomas Green

Media Relations Manager

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About Aviva Investors

Aviva Investors is the global asset management business of Aviva plc. The business delivers investment management solutions, services and client-driven performance to clients worldwide. Aviva Investors operates in 9 countries in Asia Pacific, Europe, North America and the United Kingdom with £238 billion in assets under management as at 31 December 2024.

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