Our purpose is to deliver exceptional products and services to meet the needs of people over 50. We draw on deep customer insight to create lasting relationships built on trust, helping our customers feel valued and supported at every stage.

Creating value using our distinctive strengths

Saga continues to invest in the core assets which set us apart and drive our long-term value creation. Our strengths are central to the functioning of the Saga model, execution of our strategy and ultimately, the delivery of value to our key stakeholders.

Our colleagues and culture

Our colleagues are key to delivering exceptional experiences for our customers every day. We are committed to building a culture that celebrates individualism and creates a sense of belonging, empowering our colleagues to achieve their best work.

Our brand

The Saga brand is well renowned and trusted among people over 50 in the UK, setting us apart in a highly competitive market. Our focus on delivering exemplary service provides peace of mind and reassurance for our customers, building trust and nurturing loyalty.

 

Our customers and insight

Our customers are at the heart of everything we do. Utilising our unique insights, we are able to understand the evolving needs of people over 50, a fast-growing and often under-served demographic. This understanding allows us to develop and refine high-quality products and services that are specifically tailored to meet their needs.

Supplier partnerships

We aim to develop deep, mutually beneficial, long-term relationships with our partners and suppliers, allowing us to leverage their specialist expertise, resources and capital. These partnerships are integral in providing the best possible products and services to our customers.

Proprietary data and technology 

The size of our customer database, and the depth of information we hold, is one the Group's core assets. The continual expansion and enhancement of this data enables us to increase the frequency and quality of the communication with our customers, providing an opportunity to not only attract new customers, but also promote a greater range of products and services to our existing customers.

Delivered through the Saga model 

A strong brand: The Saga brand is both highly trusted and well recognised within its target demographic. 

Differentiated products: We listen to our customers to design and deliver high-quality, differentiated products and services that resonate with them, giving them a compelling reason to come to Saga and to stay. 

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

Outstanding service: Our customers know what good service looks like, expect the best, and recognise when they get it. We monitor feedback and the quality of our customer service provided by our in-house and third-party teams to ensure we always deliver exceptional experiences.