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Purpose and Strategy

We make it easy for people to save and invest for a better future

Our purpose is simple. We make it easy for people to save and invest for a better future. We support over 1.8m clients in building their financial resilience and achieving their financial goals.

What we're doing

We exist to make it easy for people to save and invest for a better future and this is what our strategy sets out to deliver.

Our goals are to:

  • Transform the investing experience - We know that not enough people are investing, and those that do, don’t always find it easy. We need to address this efficiently and at scale.
  • Leverage our economies of scale to drive client value - By doing this we attract more clients and generate more scale which, in turn, enables us to share the benefits with our clients and, through our growth, our shareholders.
  • Combine the best of colleague and digital experience - Making it easy to save and invest for a better future means offering a great digital experience and having knowledgeable, accessible colleagues available whenever clients want to talk to us.

How we're going to do it


Build confidence

We will help clients build saving and investing confidence by giving them the right information, knowledge and guidance in the right way at the right time.


Make it easy

We know people are time poor, we want to make it easy for clients to interact with us and execute in a way that suits them, that could be digitally, via our Helpdesk or Financial Advisors.


Broad choice

With a growing client base of over 1.8 million clients, we need a broad choice of savings and investment solutions for all clients and their different goals.


Lean and efficient

We're disciplined and will constantly strive to be a lean and efficient organisation, so any savings can be reinvested into our clients and our shareholders.


Great people and great culture

We're strengthening our talent, increasing our focus on performance and empowering our colleagues with great tools.

Where we're starting

Our priorities for 2024 are:

  • Delight clients, drive growth - drive inflows through tailored client content and journeys, enhance our client experience, and evolve our product mix and range.
  • Save to invest - continually striving to be lean and efficient, so we can reinvest savings back into the business.
  • Increase execution pace - simplifying and accelerating our technology roadmap and strategic delivery.
  • Right people, right roles - building a strengthened leadership team to deliver the strategy.

For more detail on these priorities and the progress we have made, please see our latest results video or visit our annual reports and presentations.