Light green background

Our strategic framework

Watch Bupa CEO Evelyn Bourke introduce our strategic framework.

Our strategic framework

  • We have refreshed our strategy, and remain focused on delivering value for money and great service and care to our customers.
  • Our purpose - helping people live longer, healthier, happier lives - and our values shape how we act and deliver for our customers and our people.


We have three pillars:

  • Customer: Differentiate by becoming loved as a true customer champion in health and care
  • People: Deliver by being a place where our people love working and love our customers
  • Performance: Generate strong and sustainable performance fuelling our ability to meet the health and care needs of future customers.


Our priorities are:

  • Becoming loved as a true customer champion in health and care
    • Putting the customer front and centre delivering truly outstanding, personalised customer experiences and better outcomes
    • Delivering value for money, providing exceptional care and helping customers navigate the complex world of health and care.

  • Engaging and empowering our people to deliver for our customers
    • We want our people to love working at Bupa and to make a real difference for our customers, living our values every day
    • Our people need an environment that enables and inspires them with the right tools, training, information, reward and recognition.

  • Continuous improvement and digital transformation
    • To serve customers in the digital age, we need to be relentless in our focus on improving all aspects of peoples’ experience – whether they are customers, employees, providers or partners - transforming the way we do things.

  • Explore health and care co-ordination
    • By acting as a co-ordinator of health and care we can create value and deliver strong outcomes for customers.

  • Expand into related business lines
    • Related business lines – such as dental and workplace health and wellbeing – can strengthen our core businesses. We will look for digital health services that can increase customer and consumer touchpoints.


We are focused on:

  • Strengthening our business in current geographies, selectively expanding into new markets, and leveraging our partnerships to grow and innovate
  • Remaining ever-focused on quality, efficiency and compliance.