Context
NFU Mutual was established in the UK in 1910 as a farming insurer. Over 100 years later, the organisation still maintains strong roots within the rural community and insures three quarters of the UK’s farms. Today, NFU Mutual serves a much wider customer base, with over 900,000 insurance and financial services customers made up from farming and non-farming backgrounds.
NFU Mutual repeatedly wins accolades from important UK commentators, most recently winning the 2020 Which? Award for Insurance Brand of the Year. The awards reflect the trust that NFU Mutual has earned with customers and the communities it serves.
NFU Mutual isn’t just recognised for its success in the insurance world. In Bain & Company’s first UK Consumer Study, NFU Mutual was handed the highest net promoter score (NPS) for customer experience of any company in the UK.
A key differentiator of NFU Mutual is the organisation’s preference for face-to-face, personal, local service – delivered through a network of over 300 regional agency offices.
NFU Mutual is very proud of its mutuality and is owned by and run for the benefit of its members. The website strongly promotes mutuality, and, of course, the word “mutual” is included in the company name.
Click here to visit the website.
To reward customer loyalty, a Mutual Bonus discount is offered to all customers who renew their general insurance policies. Customers can currently save up to 16.5% on their premiums based on the number of years they have insured with NFU Mutual.
This year, NFU Mutual launched a £32million Coronavirus Support Package for customers and communities affected by the global pandemic, which included increased charitable funding allocated to local organisations, including those affected by isolation.
Vision/mission
NFU Mutual works closely with its customers; acting responsibly, always doing the right thing and making a positive difference – for the good of its members and communities.
Value proposition
It’s our mutuality which sets us apart. We’re owned and run for you, over 900,000 members, and we work hard to protect your interests. From our 300 local offices offering personal service to our tailored quotes you can’t get on price comparison sites, your needs are at the heart of everything we do.
Slogans and taglines:
‘Local personal service’
Challenging the ‘quick-click’ financial products culture, NFU Mutual focuses on delivering an attentive, local, personal service through its agency network. NFU Mutual promotes the real conversations its Agents and staff have with their customers, alongside its highly-rated home and motor insurance products within its recent TV campaigns. They feature real customers, Agents and staff from across the business within the adverts. This approach helps to drive not only brand awareness and consideration, but also a direct response and sales.
What sets NFU Mutual apart from other insurance companies in the UK is its local, personal service; it means that staff take the time to really get to know customers and when they need help, they know they can count on NFU Mutual to provide it – quickly, with no fuss.
NFU Mutual also has an active social media strategy that focuses on starting local conversations that Agents and their teams can then continue face to face.
