Graduates are being sought as financial advisers due to the sector anticipating a decline in numbers before the Financial Services Authority's retail distribution review.
A two-day assessment centre will be attended by 35 business undergraduates from seven universities, as part of Aviva's future adviser programme.
A six-week summer internship with Aviva and leading adviser firms will be the prize for the top 10 gold finalists.
Students were made to submit an article highlighting an issue facing the financial advice sector. Candidates were chosen from more than 70 entries to the programme.
The sector foresees a decline in the number of financial advisers, said intermediary and partnerships director for Aviva Angela Seymour-Jackson. She added that to exacerbate the problem, firms are saying they have been struggling to recruit high-quality people.
She said: "The programme makes it easier for quality firms to attract high-calibre graduates through raising the profile of the sector and encouraging graduates to pursue a career in financial advice. The future adviser programme aims to prepare graduates to get off to a dynamic and successful start with a quality advisory firm."
