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Aviva has officially launched Aviva Investors, the new global asset management business of the company after months of restructuring.

The new company combines existing businesses including Morley Fund Management in the UK and Aviva Capital Management in the US, as well as eight other fund management subsidiaries.

It is hoping to increase its share of the investment market rapidly over the next few years and has developed a new investment model, which anticipates market trends and changing client demands, to achieve this. It also aims to deliver greater specialisation and focus for the market, Aviva said.

Aviva will use its local teams to concentrate on generating alpha and high outperformance through active portfolio management in areas such as equity and fixed income investment and real estate.

It will also focus on managing capabilities requiring scale and an international outlook through a global investment solutions team. Products and multi-asset solutions will include quantitative, index, asset allocation, multi-manager and structured products.

Alain Dromer, chief executive at Aviva Investors, said last week's announcement marked the initial integration of its asset management companies and the start of Aviva Investors' transformation into a "global investment powerhouse".

"The exceptional tensions experienced in the past few weeks have highlighted the benefit of operating globally to service all our clients better," he said. "Aviva Investors will draw on the best of products and capabilities from around the world to deliver innovative services and investment performance to our internal and third-party clients."

Mr Dromer denied that the move was simply a matter of rebranding.

"It is a radical change, driven by the value we can deliver to our clients," he said. "It’s about creating a new approach to asset management for Aviva and building a dynamic new business that can provide truly global investment solutions."

As part of the restructuring, there have also been a number of new recruitments and departures. Most recently, Paula Allen was named chief executive of global markets. Among the new Global Investment Solutions team will be people such as Siobhan Boylan, chief executive at Morley, and Greg Boal, president at Aviva Capital Management.

The new company also plans to launch a number of funds, although initially most of them will be offshore. In particular, Aviva said it would roll out products in Australia, Ireland and the US once everything was settled down and in place, Mr Dromer said.

The group originally announced its plans to consolidate its global fund management businesses under one name back in March of last year.