The shop has been asked to oversee the digital experience of Aviva customers, including design work, for the £3 million account.
The agency won the business after a competitive pitch against Tribal, FuseProject and the incumbent, Dare. Aviva will continue to work with Dare on digital activity.
Razorfish will report to Aviva’s chief digital officer, Andrew Brem, who joined the business in August 2014 with a brief to drive its digital transformation.
This included product innovation and development through data analytics, customer insights and risk management, and social media and mobile marketing.
In his previous role as the managing director, commercial and product development, at British Gas, Brem created Hive, which enables users to control their heating remotely.
Aviva’s global media agency, ZenithOptimedia, is unaffected by the appointment.
In April, the insurer hired Adam & Eve/DDB to handle its global advertising account.
The agency will create work to run in markets including Asia, Canada and Europe.