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Aviva's European chief, Igal Mayer, and two other executives have fallen victim to a major shakeup that will see the regional layer of the insurer's management structure stripped out.

The company has unveiled a new flatter organisation because it now operates in 21 countries compared with 30 two years ago, it said.

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The regional layers for both Europe and America have been removed and the country heads will report directly to Aviva's chief executive, Andrew Moss, and Trevor Matthews, currently head of its UK operations who is being elevated to executive director of developed markets.

This new division comprises Britain, mainland Europe, the US and Canada.

Back in November 2010, Aviva set out a strategy of focusing on 12 core countries. On Thursday, it grouped Asia, Poland, Turkey and Russia into a high-growth markets unit, run by Simon Machell, Aviva's Asia boss.

City analysts welcomed the restructuring, which will help save some of the group's £