Saga's Superbrand Strategy
POWERING A 'LIFE UNLIMITED' THROUGH INSIGHT
THERE ARE THREE CLEAR, SIZEABLE AND
ATTAINABLE TARGETS
Life Maximisers
Saga customers: 0.8m (47%)
Opportunity: 3.8m
Pipeline: 30 years, 60-90 year-olds
Strategy: cement direct relationship, grow, cross-sell
Financially comfortable - affluent, retired owner occupiers with few money worries
Confident self-directors - high level of self-efficacy, in control, comfortable with risk,
delegators
⚫ Positive about age - young at heart, not limited by age, less limited by health, embracing
retirement
⚫ Outward looking – meeting new people, friendships important, volunteering
⚫ Curious learners/seek stimulus - intellectual and physical. Very interested in new
countries and different cultures
Comfortable with digital use - strong Facebook users, enjoy technology, most likely to
research and buy online
⚫ Buy premium with value
19
Capital Markets Event - Saga's Superbrand Strategy
SAGAView entire presentation