Share your opinion and earn yourself a free Motley Fool premium report!

We are looking for Fools to join a 75 minute online independent market research forum on 15th / 16th December.

To find out more and express your interest please click here

Why I’d Buy Aviva plc Before RSA Insurance Group plc And Prudential plc

Aviva plc (LON: AV) looks better value than RSA Insurance Group plc (LON: RSA) and Prudential plc (LON: PRU).

| More on:

The content of this article was relevant at the time of publishing. Circumstances change continuously and caution should therefore be exercised when relying upon any content contained within this article.

You’re reading a free article with opinions that may differ from The Motley Fool’s Premium Investing Services. Become a Motley Fool member today to get instant access to our top analyst recommendations, in-depth research, investing resources, and more. Learn More.

I’ve been following insurance companies since the depths of the recession, when overstretched dividends started snapping and some in the sector were forced into a strategic rethink. I saw bargains, and I added Aviva (LSE: AV) to my Beginners’ Portfolio. In a little over two years since, with the price now at 525p, Aviva is up more than 70% including dividends and costs. But I reckon it could still be the bargain of the sector.

Turnaround

RSA Insurance (LSE: RSA) is another that had to slash its dividend, to almost nothing in 2014, and that was part of a successful turnaround that reversed RSA’s losses and looks set to return company to positive earnings per share this year. But RSA was slower to get its act together, and we had a half-hearted dividend reduction in 2012 before the nettle was properly grasped. The dividend should be back to a reasonable yield of 2.4% this year, with analysts suggesting 3.4% next — and with EPS growth of only 7% on the cards for 2016, forward P/E ratios of 14.5 to 15.5 on a share price of 446p don’t look like great bargains it me.

The first quarter of this year brought only a 1% gain in core premium income, and there’s a lot more the RSA needs to do — although in Stephen Hester I reckon RSA has possibly the best financial-sector CEO in the country.

Well managed

Turning to Prudential (LSE: PRU), we see an insurer that has been managed very much in line with its name. The Pru has delivered EPS growth for every one of the past five years, and there’s further growth on the cards for this year and next. Prudential’s dividend yield is modest at around 2.5%, but it never let it get out of control as others did, and consequently has not had to cut it.

And in place of big dividends, Prudential investors have enjoyed a 180% capital rise over the past five years — a period during which the FTSE 100 has managed only 27%. On a predicted 2016 P/E of under 13, I reckon Prudential is still good value today too.

Yet I’m drawn back to Aviva. At Q1 time, CEO Mark Wilson told us that “Aviva’s turnaround is on track and ahead of schedule“, with the company reporting a 14% rise in the value of new life insurance business. Net asset value per share was up to 348p which, on a share price of 525p, is strong for the sector.

Progressive dividend

The acquisition of Friends Life, completed in April, looks like a very good move and should add net inflows of around £0.2bn per year. That’s sure to help the dividend picture, with a rejuvenated 3.9% yield forecast for this year followed by 4.6% in 2016.

RSA and Prudential actually both look like decent investments to me right now, for different reasons. But of these three, my money would still be on Aviva right now.

Alan Oscroft has no position in any shares mentioned. The Motley Fool UK has no position in any of the shares mentioned. We Fools don't all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors.

More on Investing Articles

Young woman holding up three fingers
Investing Articles

Want to start investing in 2026? 3 things to get ready now!

Before someone is ready to start investing in the stock market, our writer reckons it could well be worth them…

Read more »

Investing Articles

Can the stock market continue its strong performance into 2026?

Will the stock market power ahead next year -- or could its recent strong run come crashing down? Christopher Ruane…

Read more »

Businessman hand stacking money coins with virtual percentage icons
Investing Articles

Here’s how someone could invest £20k in an ISA to target a 7% dividend yield in 2026

Is 7% a realistic target dividend yield for a Stocks and Shares ISA? Christopher Ruane reckons that it could be.…

Read more »

A quiet morning and an empty Victoria Street in Edinburgh's historic Old Town.
Investing Articles

How little is £1k invested in Greggs shares in January worth now?

Just how much value have Greggs shares lost this year -- and why has our writer been putting his money…

Read more »

Businessman using pen drawing line for increasing arrow from 2024 to 2025
Investing Articles

This cheap FTSE 100 stock outperformed Barclays, IAG, and Games Workshop shares in 2025 but no one’s talking about it

This FTSE stock has delivered fantastic gains in 2025, outperforming a lot of more popular shares. Yet going into 2026,…

Read more »

Close-up of British bank notes
Investing Articles

100 Lloyds shares cost £55 in January. Here’s what they’re worth now!

How well have Lloyds shares done in 2025? Very well is the answer, as our writer explains. But they still…

Read more »

Thoughtful man using his phone while riding on a train and looking through the window
Investing Articles

How much do you need in an ISA to target £2,000 a month of passive income

Our writer explores a passive income strategy that involves the most boring FTSE 100 share. But when it comes to…

Read more »

Investing Articles

£5,000 invested in a FTSE 250 index tracker at the start of 2025 is now worth…

Despite underperforming the FTSE 100, the FTSE 250 has been the place to find some of the UK’s top growth…

Read more »