Saga's Superbrand Strategy

POWERING A 'LIFE UNLIMITED' THROUGH INSIGHT THERE ARE THREE CLEAR, SIZEABLE AND ATTAINABLE TARGETS Cautious Planners Saga customers: 0.3m (18%) Opportunity: 1.7m Pipeline: 25 years, 60-85 year-olds Strategy: Grow, retain and cross-sell Financially comfortable – retired, owner occupiers • Some health issues - more likely to be limited by health or health very salient • Family/caring orientated - family and friends important/central to mental health ⚫ Seek predictability and certainty - like the familiar and value tradition Risk averse planners - like detail, things planned well in advance, desire insurance cover, worry about financials • Quiet retirement but still holidaying - safe/quiet adventure • Use digital but need support Buy premium for safety 20 Capital Markets Event - Saga's Superbrand Strategy SAGA

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