NFU Mutual - Journey into the Unknown

Founded by 7 farmers in 1910, today NFU Mutual has over 300 branches nationwide and continues to go from strength to strength. With local agents providing a personalised service for their 900,000 customers, NFUM have a dominant market share and combined operating ratio and retention rates that are the envy of their peers.

The time was right for the business to capitalise on these solid foundations and look at a strategy of growing the business to a wider audience — meaning unfamiliar customers, channels and markets.

A combination of specialist farming products with wide policy coverage provided existing clients exactly what they need. Selling via localised tied agents also appealed to the existing client base as it gave them the personalised service they were familiar with. However, there was a future generation of farmers that also needed to be attracted and NFUM had to develop a farming proposition to appeal to this generation.