To help meet that goal we aim to ensure that we sustain our thought leadership and research on ageing populations and demographic change, while throughout our businesses we run customer insight programmes. We are also committed to ensuring our staff and agents continually build their knowledge, enabling them to help our customers make the right choices.

The way we communicate our products and policies is also critical, and we aim to make all the information we provide to customers as clear as possible. We also work with industry bodies and associations to ensure that we continue to refine our understanding of changing consumer needs.

We aim to make sure that the development of our products and the delivery of our service is in line with – and often ahead of – what customers need to protect and save for their future financial well-being and security.