We look to develop and enhance strong relationships with our customers over the course of many years. By doing this we gain a unique insight into the traits of our target demographic, helping us to develop products and services that we know will be valuable to our customers, and helping them do more after 50.

The Saga difference

Saga exists to help our customers lead the life they want to lead and to enable and inspire new possibilities. At the heart of our business model, therefore, is our drive to know more about our customers' wants and needs than anyone else so we are best placed to serve them.

Based on our insight, we design the products and services that our customers want. We then decide the best way to produce them, either in-house or through a third party provider. This decision is based upon a number of factors including: the best outcome for the customer, how best to access specialist skills and knowledge, and the best use of capital.

Where third parties are used, our partners sign up to provide a Saga product, designed and tailored specifically for our customers and delivered to Saga specified levels of customer service.

In a majority of cases, Saga uses third party providers, meaning we do not have any capital at risk.

One of our core skills is the ability to manage our partners’ provision of products and services to Saga customers. We constantly monitor customer service feedback and quality and will, where necessary, change providers to ensure customers receive the Saga experience however they interact with us.

Our products and services are delivered through The Saga Model. The things that define our business:

A great brand: Saga is a trusted brand which achieves over 87% recognition from the UK’s over 50s.

Differentiated products: We listen to our 2.1m customers and our 1.1m Possibilities members to design and deliver highly differentiated competitively priced products which meet their needs.

Unique route to market: Saga’s proprietary database, Membership programme and marketing model provide direct access to both existing and new customers across multiple channels.

Outstanding service: Our customers and Possibilities members know what good service looks like, except the best, and recognise it when they get it. We monitor feedback and the quality of customer service provided by our in-house and third party teams.

Saga’s capital efficient business model means we are highly cash generative as much of our profit after tax is converted into cash. This provides the flexibility to balance investment in the brand with customer growth, debt reduction and the delivery of cash returns to shareholders.