Many its customers have seen their funds grow by three times that of an average savings account, the company said.
A £10,000 with profits bond purchased 10 years ago is now worth £17,248, giving customers an annual return of 5.6% - after tax and charges.
Aviva compared this to a bank or building society average savings account return of 1.9% a year over the same period - after tax and charges.
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Aviva's pensions and investments director Tim Orton said: "Our with profits performance demonstrates the benefits of investing beyond cash.
"Many of our customers have seen their funds grow by three times that of an average savings account and have significantly increased their spending power.'
''We have a 200 year heritage in managing investment solutions that continue to meet customer needs for growth and income with much less risk than placing their money directly on the stock market.
"For those customers prepared to accept a degree of risk with their investment, our with profit fund has shown once again the rewards can be impressive.''

Aviva's figures on annualised returns on a £10,000 investment showed:
• Aviva With Profits Bond £17,248 or 5.6% p.a.
• ABI UK Mixed Investment 20%-60% Shares–Life £15,668 or 4.6% p.a.
• Average savings account £12,077 or 1.9% p.a.

Aviva provided the following examples (all figures net of tax & charges) showing a 10 year with profits bond, with an initial investment of £10,000 taken out on 1 January 2004:

• Has grown by £1,243 or 7.8% during 2013
• Is now worth £17,248, a return of 72.5% (5.6% per annum)

A 25-year, £50 per month mortgage endowment in the main Aviva with profits fund, taken out on 1 January 1989:
• Has grown by £2,932 or 11.6% during 2013. (all figures net of tax and charges).
• Has a maturity value of £28,869 a return of 4.9% per annum
• Has benefitted from valuable life cover during the 25 year period.