@siteguru Thanks for the reply.
By all accounts, I'll be the registered keeper, but the finance company own the car until the balloon payment has been settled. In the case of a bank loan, then the money has been loaned to you and, presumably, has no link to the car. HP is another grey area, are you hiring the car from the finance company whilst repaying them, therefore they would be the legal owner until the final payment?
I'd love to speak to the insurer, but unfortunately Aviva are one of those companies that hides behind chatbots, automated phonelines and no-win questions (like when was the car registered, do you own the car etc.) I have come to the conclusion that there is not a single human being on their payroll

@WonkoTheSaneUK Aviva just have a drop down menu for owner options, and as I mention above, I can't get any indication from them how to explain the circumstances.
I've sent an email to them, basically saying "Do you insure vehicles being purchased via PCP. If so - who's the owner then? If the answer is no, then bye bye