Saga operates in a dynamic environment across multiple sectors to meet the needs of its target demographic, the UK’s over 50s.

Saga regularly reviews the trends and factors influencing our customers and markets to identify opportunities and risks. 

The Saga customer

Saga’s target market is one of the fastest growing, most affluent and influential in the UK.

For 2020, the number of people aged over 50 was estimated at 25.5 million people and is expected to increase to 27.9 million by 2030. This segment represents 38% of the UK population, with the over 55s accounting for 57% of the UK's total disposal wealth.

Saga's investment in strengthening customer insight and ability to stay abreast of the changing sentiments and behavioural traits of our core target market have continued to support its strong presence with people aged over 50. 

Vulnerable customers

Saga aims to create exceptional experiences for all customers. We recognise that we will interact with our customers who require additional support or are in a vulnerable situation every day, and are committed to making their experience with Saga exceptional. We take a continuous improvement approach to identifying and supporting vulnerability across the Group, with specialist teams and dedicated resources working to ensure all customers receive a consistent experience. 

Competition for customers

The Group faces significant competition for business within the sectors in which it operates. Competition for customers continues to increase, in particular in the more commoditised parts of the insurance and travel markets, where customers can buy simple and cheap products easily online. Within this context, it is increasingly important that Saga continues to offer its customers differentiated products and services that truly meet the needs of its demographic.

Within Insurance, Saga has the data capability to accurately price risk for our segment of the market whilst offering compelling product propositions such as the three-year fixed-price product and COVID-19 inclusive travel insurance. In Travel, the nature of our Cruise offering with state of the art mid-sized boutique ships is designed with the experience of people over 50 in mind. These are just some of the compelling reasons for customers to come to and stay with Saga.