Our strategy

Our vision is a world where insurance is personal, inclusive and a force for good. So, we help people carry on with their lives, giving them peace of mind now and in the future. Because that’s how we believe our business will thrive in the changing world ahead.

Our strategic objectives aim to ensure that we build technological and organisational capability to continue providing products which meet our customers’ changing needs and are available through multiple channels, to continue providing outstanding customer service and value for money, to create value for our investors, to support our communities and to protect the environment.

Through our five-pillar sustainability strategy, we aim to deliver long-term sustainability for customers, our people and shareholders and other stakeholders and ensure that we have a positive impact on society and protect the environment.

Underpinning our strategy are some deeply embedded and fundamental principles which are central to the long-term sustainability of the business. Our values are at the heart of how we do business day-to-day and we encourage a culture that celebrates difference and empowers people to be the best they can.  


We want to create a world where insurance is personal, inclusive, and a force for good


We help people carry on with their lives, giving them peace of mind now and in the future

Strategic objectives

  • Best at direct
  • Win on price comparison websites
  • Extend our reach
  • Technical edge
  • Nimble and cost efficient
  • Great people

Sustainability pillars

  • Customers
  • People
  • Society
  • Planet
  • Governance


  • Do the right thing
  • Aim higher
  • Take ownership
  • Say it like it is
  • Work together
  • Bring all of yourself to work


Best at direct

To be the UK's leading direct insurer because we anticipate our customers' needs and develop services and products they want to buy.

Win on price comparison websites

To deliver a step change in our pricing and trading capability so that our leading PCW brands win customers from our competitors.

Extend our reach

To utilise the potential of our investments and capabilities to win more customers through acquisitions and brand partnerships.

Technical edge

To use our data, scale, skill and insight across claims, pricing and underwriting to deliver value to customers.

Nimble and cost efficient

To transform into an agile, cost effective business to drive efficiency and simplicity for us and our customers.

Great people

A home for empowered people who celebrate difference, and challenge the status quo to deliver for our customers.



Earn our customers' trust by demonstrating how we are acting in their best interests.


Encourage a culture that celebrates difference and empowers people so that they can thrive.


Use our expertise to improve outcomes for society and the communities we serve.


Protect our business from the impact of climate change and give back more to the planet than we take out.


Look to the long term for our stakeholders, build a reputation for high standards of business conduct and a sustainable business.


Do the right thing

Build sustainable outcomes not processes. Think commercially and choose the right path for our customers, our people and wider stakeholders.

Aim higher

Be ambitious to achieve even better results. Have confidence, innovate and try new things. Embrace change to deliver for each other, our customers and our shareholders.

Take ownership

Own our success by getting things done. Take the initiative and be accountable. Be curious and own your development and performance.

Say it like it is

Challenge drives progress. Your input matters so have the courage to say what you think and the patience to listen to others. Keep it simple and customer focussed.

Work together

Nobody has all the answers. Collaborate and draw upon the diverse skills across our business. Trust each other and focus on customer outcomes to beat our competitors.

Bring all of yourself to work

Diversity delivers better outcomes. Be the real you and celebrate difference. Respect others, have fun and make this a great place to be.



A triple win 

We aim to deliver a sustainable and thriving business that generates attractive shareholder returns. 

To find out more about our approach to sustainability click here