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Purpose Values Strategy

Purpose Values Strategy

Purpose, values and strategy


Saga exists to create exceptional experiences every day, while being a driver of positive change in our markets and communities.


In 2020, we launched a set of core values representing who we are and how we work. At the heart of everything we do - and every interaction we have - our values provide the framework for how we work together as a team. And they shape the behaviours we’ll need to successfully deliver our strategy.

Saga's Values - Precision Pace, Empathy, Curiosity and Collaboration

Strategy:  Transforming Saga - Experience is Everything

As we celebrate our 70th anniversary, we’re repositioning and modernising Saga so we can continue to create and deliver specialist products and services for people over 50.

We’ll remain the same at our core - a unique British business focused on providing exceptional, differentiated products and services to our distinct customer group. But we’ll refresh our brand and invest in data and digital to improve the customer experience. We’ll also optimise our Insurance business, build greater capability and resilience in our Cruise business, and reset our Tours offer. You can find out more on our five strategic pillars here > Link

Business model

At the heart of our business model is our drive to know more about our customers' wants and needs, so that we’re best placed to serve them. Find out more about our strategy and the Saga model here.

Hybrid working