AVIVA chief executive (CEO) Keith Perkins is taking on the position of business development director covering the insurer's interests in the Asia-Pacific.

Mr Perkins, who has been overseeing Aviva's operations in Singapore, Hong Kong and the Middle East, will now be responsible for new business opportunities, covering new territories and product platforms.

Mr Shaun Meadows, a 26-year veteran of the insurance business, will take over Mr Perkin's CEO role from Jan 1

Mr Meadows, 44, is currently responsible for the marketing and brand and product development of Aviva's insurance and motoring services business in Britain.

Mr Perkins, 43, has been based in Singapore since 2001, when he first negotiated with DBS Bank to buy the Insurance Corporation of Singapore.

Aviva's share of the life insurance market has more than doubled since then.

The company reported that total sales in the third quarter in Singapore rose by 94 per cent to £724 million (S$2.2 billion), with life and pension sales growing by 10 per cent to £219 million.

CHANGES: Mr Perkins (left) assumes the post of business development director covering Aviva's interests in the Asia-Pacific while Mr Meadows (right) will take over his CEO role.

Aviva said it is now recognised as the fastest-growing insurer in Hong Kong since the business was launched in 2002.

'Keith's appointment underscores Aviva's commitment to the Asia-Pacific. Total sales of our business in this region are up 66 per cent at £3.07 billion,' said Mr Simon Machell, CEO of Aviva Asia-Pacific.

'We want to accelerate our growth momentum even further and Keith's experience will be invaluable as we evaluate new markets and replicate the successes of Singapore and Hong Kong in the region.'

Mr Perkins succeeds Mr Charles Anderson, who is leaving Aviva but will remain based in Singapore.

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