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Our purpose and strategy

Living our purpose every day

Our purpose is to help people live longer, healthier, happier lives, and making a better world. It’s what guides our thinking, our decisions, and our impact on society.

Healthy planet, healthy people

One of the many urgent issues the climate crisis has raised is the growing evidence of the connection between the health of people and the health of our planet.

As a healthcare company, not only do we have an important role to play, but we have a responsibility to our customers, our people and our communities to make a positive difference.

Helping local communities

Alongside the health and care that we at Bupa provide our customers around the world, we also work actively to make a strong, positive impact on local communities.

The support provided through Bupa Foundations and our Healthy Communities Fund reflect our commitment to being a responsible and sustainable business.

Healthy cities for a healthy future

The Healthy Cities programme aims to develop resilience both in individuals and the wider community, by investing both in healthy lifestyles and in healthy environments.

Through a digital platform we are bringing together companies, employees, public institutions, non-governmental organisations (NGOs), associations and foundations to participate in a community challenge that requires a commitment to wellbeing activity which then, in turn, generates investment in an urban regeneration project.

Our ambition

Our ambition is 'to be the world’s most customer-centric healthcare company'.

This means a commitment to excellent customer experience through great service and value, frictionless access, and quality healthcare. We're aligning our health funding and our health provision assets across the world to support this ambition.

By focusing on the pillars of our 3x6 strategy, we are adapting to the changing external environment and transforming Bupa to meet customer expectations.

our threeambitions

40%

Customer care touchpoints owned by Bupa

60%

Active digital customers

80

Net Promoter Score

Six strategic pillars

In the course of 2023 we made progress on all six strategic pillars:

Customers 

Obsession with our customers' experience

During the year, 87% of our business units saw improvements in their NPS. We rolled out over 8,000 enhancements to enrich customer journeys. 

Growth

Strong performance and governance

Our provision customer base stands at 20.3 million, a 6% increase from the previous year. Our health insurance customer count has grown to 29.7 million, a 22% rise from 2022. 

Transformation

Continuous innovation and preparation for tomorrow

We expanded our global Blua customer base to over 5.5 million. These customers benefit from our expanding network of 14,000 doctors and clinicians. 

Sustainability

Making a positive impact on the world

Our global Healthy Cities programme engaged 80,000 individuals, including employees, customers, and community partners – who between them took 10 billion steps in 2023. This initiative unlocked £2 million funding for nature regeneration projects in urban areas. 

Data

Enhanced data driven decision making

Over 12,000 employees are now accessing and using data from our platforms in decision-making. And in 2023, 120 teams across 20 countries participated in the BDisruptive Hackathon, enhancing our workforce skill in generative AI. 

Agile culture

The best, most diverse people and a great place to work

457 leaders across the world are using our listening app to gather customer feedback. 61,000 customer calls were listened to, leading to 23,500 ideas for improving customer experience.