8 September 2025 3 minute read
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In today’s complex landscape, advisers need more than just products – they need practical, flexible solutions that help deliver advice tailored to each client’s life. Whether it’s planning for retirement or funding education, multi-asset strategies can help them personalise their advice.

The role of the financial adviser has never been more pivotal, and at the same time, more demanding. In a landscape shaped by economic uncertainty, evolving client expectations and tightening regulations, advisers are being asked to do more than ever.

Today’s clients are looking for more than performance. They want reassurance, clarity, and confidence in their financial journey. The introduction of the FCA’s Consumer Duty has raised the bar, placing greater emphasis on delivering good outcomes, acting in clients’ best interests, and supporting informed decision-making.

Advisers are uniquely positioned to deliver that, helping clients understand their options and make decisions that reflect their goals, values, and life stages. But that requires more than just product selection. With an ever-expanding investment universe and increasing pressure to demonstrate transparency, suitability, and value, it’s a tough challenge.

Multi-asset funds can help simplify this complexity. Professionally managed and diversified across asset classes, they offer a practical way to tailor investment strategies to individual client needs – whether that’s growth, income, or sustainable investing.

Crucially, they support the principles of Consumer Duty by enabling clearer conversations and more personalised advice. They are available in a range of styles and risk profiles, giving advisers the tools to tailor portfolios to individual client outcomes.

Real clients, real outcomes: Matching strategies to life goals

Every client has a story. And behind each story is a unique set of financial needs, priorities, and preferences. Whether their clients are looking to build a foundation, plan for retirement, generate income, or invest with purpose, advisers need flexible solutions that can adapt to different life stages and goals.

In this series, we explore four client types, each representing a different stage of life, investment objective, and risk appetite. These show how advisers can use the Aviva Investors MAF ranges to deliver tailored, outcome-oriented solutions.

Henrietta – the foundation builder

Henrietta, 35, is a lawyer earning £150,000 a year plus bonus, with strong potential for growth. She and her husband (also a six-figure earner) are raising two young children while managing a demanding lifestyle. They own their home but face significant outgoings, including £24,000 a year in nursery fees for their youngest child, and paying down their mortgage. That means their savings are limited, although their financial goals are ambitious, for them and their children.

Meeting Henrietta’s varied financial goals is complex

Meeting Henrietta’s varied financial goals is complex. Her adviser recommends MAF Core III to help her build long-term wealth in a simple, cost-effective way, while maintaining flexibility. For her children, they recommend MAF Core V, which offers a higher risk-and-return profile and a straightforward way to start investing early. In this article, we go into Henrietta’s profile, needs and goals in more detail, looking at how a multi-asset strategy like MAF Core can help.

Simon – the strategic planner

Simon is a 50-year-old finance director with decades of experience in financial decision-making. He’s financially literate, a high earner, and beginning to plan seriously for retirement. But his goals go beyond his own future. He’s considering how to support his two children with university tuition, and is mindful of potential long-term care needs for his elderly mother.

Simon isn’t looking for a passive approach, he wants active management and tactical flexibility

Simon isn’t looking for a passive approach. He wants active management and tactical flexibility to navigate inflation, interest rate shifts, and market volatility. His adviser recommends MAF Plus III, which aligns with Simon’s desire for a sophisticated and agile portfolio, and risk appetite. As retirement nears, he plans to gradually de-risk into MAF Plus II, ensuring his portfolio evolves with his needs. In this article, we’ll explore Simon’s journey in more detail, and how MAF Plus supports strategic planners like him.

Carol – the income seeker

Carol is 59 and approaching retirement with a clear focus: financial stability. With a modest pension outlook and a cautious mindset, she’s not chasing market highs – she’s looking for a dependable income and capital preservation. Her adviser recommends MAF Income, a multi-asset strategy designed to deliver consistent income while managing risk and volatility. It helps Carol stay invested without exposing her portfolio to unnecessary drawdown risk.

With her retirement potentially spanning as long as 20 years, income sustainability is key for Carol

Her plan includes using ISAs and pension drawdown for tax efficiency, avoiding high-risk assets, and maintaining flexibility for unexpected costs. With her retirement potentially spanning as long as 20 years, income sustainability is key. MAF Income supports her lifestyle, helping her balance income needs with long-term goals. In this article, we’ll explore Carol’s journey in more detail, showing how income-focused strategies like MAF Income can help clients transition into retirement with confidence and control.

Luke – the legacy builder

Luke is a 68-year old retired architect with a clear purpose-driven vision for his wealth. With his children financially secure, he’s focused on legacy – not just passing on assets, but values. Sustainability, ethics, and long-term stewardship matter deeply to him. His adviser recommends MAF Stewardship, a multi-asset solution built around responsible investing. It aligns with Luke’s desire to support companies that reflect his beliefs, while still delivering performance.

Luke wants his portfolio to support causes he cares about

His plan includes ESG-aligned investing, using trusts or gifting strategies to pass on wealth. Luke also wants his portfolio to support causes he cares about, making his investments a reflection of the future he hopes to shape. In this article, we’ll explore how values-based investing can help clients like Luke build a meaningful legacy – showing that purpose and performance don’t have to be mutually exclusive.

A blend that fits

No two clients are the same. And often, the most effective solution isn’t a single fund, but a blend. Multi-asset funds give advisers the flexibility to build portfolios that reflect the full spectrum of client needs, from growth to income, values and legacy – or any mix of those goals.

In the articles that follow, we’ll explore each client type in depth – offering practical insights into how multi-asset solutions can support client conversations and help advisers give advice that’s as personal as it is professional.

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Key risks

This is a summary of the key risks. For further information on the full risks and risk profiles of the fund, please refer to the relevant KIID and Prospectus.

Investment and currency risk

The value of an investment and any income from it can go down as well as up and can fluctuate in response to changes in currency and exchange rates. Investors may not get back the original amount invested.

Emerging markets risk

Investments can be made in emerging markets. These markets may be volatile and carry higher risk than developed markets.

Derivatives risk

Derivatives risk Investments can be made in derivatives, which can be complex and highly volatile. Derivatives may not perform as expected, meaning significant losses may be incurred.

Credit and interest rate risk

Bond values are affected by changes in interest rates and the bond issuer's creditworthiness. Bonds that offer the potential for a higher income typically have a greater risk of default.

Sustainable investing risk

 The level of sustainability risk to which the fund is exposed, and therefore the value of its investments, may fluctuate depending on the investment opportunities identified by the investment manager.

Counterparty risk

 The fund could lose money if an entity with which it does business becomes unwilling or is unable to meet its obligations to the fund.

Equities risk

Equities can lose value rapidly, can remain at low prices indefinitely, and generally involve higher risks – especially market risk – than bonds or money market instruments. Bankruptcy or other financial restructuring can cause the issuer's equities to lose most or all of their value.

Default risk

Issuers of certain bonds or money market instruments could become unable to make payments on their bonds, causing a reduction in income to the Fund and also in the value of bonds held by the Fund. Under extreme market or economic conditions, defaults could be widespread and their effect on Fund performance significant.

Fixed income risk

Investments in fixed interest securities are impacted by market and credit risk and are sensitive to changes in interest rates and market expectations of future inflation. Bonds that produce a higher level of income usually have a greater risk of default.

Interest rate risk (bonds)

When interest rates rise, bond values generally fall. This risk is generally greater for longer-term bonds and for bonds with higher credit quality.

Leverage markets risk

A small price decline on a "leveraged" underlying investment will create a correspondingly larger loss for the Fund. A high overall level of leverage and/or unusual market conditions could create significant losses for the fund.

Hedging risk

Any measures taken to offset specific risks will generate costs (which reduce performance), could work imperfectly or not at all, and if they do work will reduce opportunities for gain.

Convertible securities risk

Convertible bonds can earn less income than comparable debt securities. They can also earn less growth than comparable equity securities and carry a high level of risk.

Illiquid securities risk

Some investments could be hard to value or to sell at a desired time, or at a price considered to be fair (especially in large quantities), and as a result their prices can be volatile.

Important information

THIS IS A MARKETING COMMUNICATION

Except where stated as otherwise, the source of all information is Aviva Investors Global Services Limited ("Aviva Investors"). Unless stated otherwise any opinions expressed are those of Aviva Investors. They should not be viewed as indicating any guarantee of return from an investment managed by Aviva Investors nor as advice of any nature. The value of an investment and any income from it can go down as well as up. Investors may not get back the original amount invested.

Past performance is not a guide to the future. Nothing in this material, including any references to specific securities, assets classes and financial markets is intended to or should be construed as advice or recommendations of any nature. This material is not a recommendation to sell or purchase any investment.

The Aviva Investors Multi-asset Core Fund range comprises the Aviva Investors Multi‐asset Core Fund I (“MAF Core I”), the Aviva Investors Multi‐asset Fund Core II (“MAF Core II”), the Aviva Investors Multi‐asset Core Fund III (“MAF Core III”), the Aviva Investors Multi‐asset Core Fund IV (“MAF Core IV”) and the Aviva Investors Multi‐asset Core Fund V (“MAF Core V”).

The Aviva Investors Multi-asset Plus Fund range comprises the Aviva Investors Multi‐asset Plus Fund I (“MAF Plus I”), the Aviva Investors Multi‐asset Fund Plus II (“MAF Plus II”), the Aviva Investors Multi‐asset Plus Fund III (“MAF Plus III”), the Aviva Investors Multi‐asset Plus Fund IV (“MAF Plus IV”) and the Aviva Investors Multi‐asset Plus Fund V (“MAF Plus V”).

The Aviva Investors MAF Stewardship funds comprise four funds: Aviva Investors Multi-asset Stewardship Fund I (“MAF S I”), the Aviva Investors Multi-asset Stewardship Fund II (“MAF S II”), the Aviva Investors Multi-asset Stewardship Fund III (“MAF S III”) and the Aviva Investors Multi-asset Stewardship Fund IV (“MAF S IV”).

MAF Core, Plus and Stewardship are sub-funds of the Aviva Investors Portfolio Funds ICVC.

MAF Income is a sub-fund of the Aviva Investors Investment Funds ICVC.

For further information please read the latest Key Investor Information Documents and Supplementary Information Documents. The Prospectuses and the annual and interim reports are also available on request. Copies in English can be obtained free of charge from Aviva Investors UK Fund Services Limited, 80 Fenchurch Street, London, EC3M 4AE. You can also download copies from our website. Issued by Aviva Investors UK Fund Services Limited. Registered in England and Wales No 1973412. Authorised and regulated by the Financial Conduct Authority. Firm Reference No. 119310. Registered address 80 Fenchurch Street, London, EC3M 4AE. An Aviva company.