Insurer aims to eliminate question asking process by using big data. Aviva has launched a new ‘Ask It Never’ initiative with the aim of eliminating the need to ask customers questions using big data. According to the insurer, the system is currently being piloted with some of its existing home insurance customers through its online portal MyAviva. The provider highlighted that commercial customers with more complex activities will always need help from their broker and Aviva to understand their risk features.