In this week’s 4-Quarter Lives, Avivah Wittenberg-Cox talks with Lisa Edgar from Saga, a British company which, since its creation over 70 years ago, has focused on services for the over 50s market. Its operations range from holidays, cruise ships and tours, to a wide range of insurance products, personal financial services and personal alarms. Its Saga Magazine has a monthly readership of over 1 million. In 2022 there were some 26.1 million people over 50, and this is expected to increase to 28.2 million by 2032. Currently this represents 39% of the UK population, which is estimated to spend some £292 billion on non-household expenditure. Saga is a key player in this marked and a byword for having seen and responded to the interests of the older customer.

Lisa is Saga’s Chief Customer Officer and the Chief Executive of its own wholly owned insight agency, the Big Window. She joined the Saga Executive Leadership Team in February 2022 to drive its vision of knowing its customers, and what it means to get older. Prior to Saga, Lisa owned and led insight agencies for over 20 years and is a multi-award-winning and published speaker on ageing consumers, together with how they behave and respond. During that time, Lisa worked with leading UK and global players, including Aviva, Zurich, Bupa, Hargreaves Lansdown, BBC and many others, helping them to develop leading-edge insight into their strategies and tactics. Over the last 10 years, Lisa focused her attention on the ageing population and , in particular, ageing and decision-making for consumers, employees and employers. She is now regarded as a leader in the field of what it means to age as a consumer and employee, what needs are created by this, and how to best satisfy those needs with products and services.

Some Useful Links

* Saga’s Customer-facing website

* Saga’s Corporate and Investor website

* The Big Window website

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Lisa Edgar: Saga’s Window into Q3 Customers