Our purpose is to deliver exceptional experiences every day to serve the needs of older people. We are fundamentally a marketing, content and distribution business with unique customer insights that help us build deep and long-lasting relationships.

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 the key to delivering exceptional experiences every day for our customers. We aim to build a culture that celebrates individualism, encouraging our colleagues to be their authentic selves and enabling them to do the best work of their lives.

Our brand

The Saga brand has always been exceptionally well-known among people over 50 and is often a key point of differentiation in the highly competitive markets we operate in. Our unrelenting focus on service provides peace of mind and reassurance, while building trust, which in turn, is rewarded with loyalty as our customers return again and again.

Our customers and insight

Our customers are at the heart of our business and we aim to provide them with truly exceptional experiences during each interaction with us. Our unique insights into this fast-growing, under-served and ever-changing group allow us to develop products and services tailored specifically for them.

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 fundamental in providing the best possible products and services to our customers.

Proprietary data and technology 

The size of our database, and the depth of information we hold on our customer group, 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 contact 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.