Mission Statement, Vision, & Core Values (2026) of Just Group plc.

Just Group plc-founded in 2004 and now a constituent of the FTSE 250-has built a focused retirement business that in 2024 delivered a 34% uplift in underlying operating profit to £504 million alongside a 36% rise in retirement income sales to £5.3 billion, met its five‑year profit‑doubling goal two years early, invested £825 million in green and social assets since 2020 with a target of net‑zero operations by 2025, celebrated a 20th consecutive year of 5‑star recognition for its Guaranteed Income for Life product while the 'Customer First' program cut response times by 20%, committed £10 million to digital improvements that helped new product launches drive a 15% increase in policy sales, announced a recommended cash offer of £2.4 billion from Brookfield Wealth Solutions in 2025 (expected to complete in H1 2026), and-despite reporting an underlying operating profit of £192 million as of June 2025, down 23% year‑on‑year-signals confidence in a strong second‑half rebound as it pursues its mission to help people achieve a better later life through customer focus, integrity, innovation, collaboration, responsibility and excellence.

Just Group plc (JUST.L) - Intro

• Founded: 2004
• Stock market: FTSE 250 constituent
• Core focus: retirement income, annuities, retirement solutions and longevity risk management

• Mission: To enable better later lives by designing and delivering retirement solutions that provide security, choice and value for customers approaching and in retirement.
• Vision: To be the partner of choice in the UK retirement market, combining scale, prudent capital management and sustainable investing to deliver resilient income outcomes for customers and long-term returns for shareholders and partners.
• Core values:
  • Customer-first: prioritising outcomes and clarity for retirees
  • Prudence: disciplined risk and capital management
  • Innovation: product design and distribution agility in a changing market
  • Sustainability: integrating ESG and social impact into investments and operations
  • Accountability: transparent reporting and governance

• 2024 financial performance: underlying operating profit rose 34% to £504m; retirement income sales grew 36% to £5.3bn, enabling the company to exceed its five-year profit-doubling target two years early.
• Sustainability commitment: since 2020, £825m invested in green and social assets; target of net-zero operations by 2025.
• Corporate transaction: in 2025, the board recommended a cash offer from Brookfield Wealth Solutions valuing the business at approximately £2.4bn; deal expected to complete H1 2026 subject to conditions.
• H1 2025 trading: reported underlying operating profit of £192m (down 23% vs H1 2024) with management signalling confidence in a strong second-half rebound in 2025.

• Scale and distribution: strong sales in 2024 (£5.3bn) validate distribution capability and product-market fit for retirement income - central to delivering the mission of secure later-life outcomes.
• Capital strength: 2024 profit growth and the scale implied by a £2.4bn offer underpin the company's ability to underwrite longevity risk while deploying capital into ESG-aligned assets.
• Sustainability as operational principle: the £825m green/social allocation and net-zero operations target (2025) demonstrate integration of environmental and social objectives into investment and operational choices.
• Near-term volatility: H1 2025 profit decline (to £192m, -23% vs H1 2024) highlights sensitivity to market and trading conditions but is positioned against a backdrop of strategic depth and transactional value creation.

Just Group plc (JUST.L) Overview

Mission: Just Group plc (JUST.L) exists to help people achieve a better later life by providing financial advice, guidance, competitive products, and services to those approaching, at, or in retirement. This mission underpins strategic choices across distribution, product design and capital allocation and remains the company's guiding principle since inception.

Evidence of mission delivery and customer focus:

• 20th consecutive year (2024) receiving a 5-star award in the FT Adviser Service Awards for the Guaranteed Income for Life (GIfL) business.
• 'Customer First' programme: streamlined processes and reduced response times to customer inquiries by 20%.
• 2025 recommended cash offer from Brookfield Wealth Solutions announced to enhance capital efficiency and de-risk longevity solutions, aligning with the mission to better serve retirees.

Vision

To be the UK's leading specialist lifetime income and later-life financial services provider, delivering secure, sustainable and transparent retirement outcomes for customers while generating long-term value for shareholders.

Core values

• Customer Centricity - prioritising clarity, accessibility and quality of service for retirees and those approaching retirement.
• Integrity & Transparency - clear communication on pricing, risks and product features.
• Innovation - designing and scaling solutions (e.g., GIfL) that address longevity risk and changing retirement needs.
• Operational Discipline - improving processes (as seen in the Customer First initiative) to reduce execution friction and cost-to-serve.
• Partnership & Capital Stewardship - seeking capital solutions (e.g., Brookfield Wealth Solutions offer) that de-risk the balance sheet and improve customer outcomes.

Further context and investor-focused discussion: Exploring Just Group plc Investor Profile: Who's Buying and Why?

Just Group plc (JUST.L) - Mission Statement

• Product innovation: three new insurance products launched in 2024, contributing to a 15% increase in new policy sales versus 2023.
• Digital & customer experience investment: £10 million allocated in 2023 to technology and digital platforms to enhance customer journeys and streamline services.
• Operational resilience: underlying operating profit fell by 23% in H1 2025, with management signalling confidence in a strong second-half rebound in line with the company's adaptive growth strategy.

• Customer-first: design and deliver with retirement security and clarity at the centre.
• Integrity: transparent pricing, fair outcomes and strong governance.
• Innovation: committed to new products and digital solutions that meet changing customer needs.
• Resilience: disciplined capital and risk management to support long-term sustainability.
• Accountability: measurable targets, clear reporting and continuous improvement.

Just Group plc (JUST.L) - Vision Statement

• Customer Focus: Deliver tailored retirement solutions for a broad range of risk profiles-targeting growth in customer numbers and retention through improved advice and digital servicing.
• Integrity: Maintain transparent pricing, governance and reporting frameworks to uphold stakeholder trust and meet regulatory standards.
• Innovation: Accelerate digital transformation and product development to reduce operational friction and enable scale.
• Collaboration: Strengthen distribution partnerships (advisers, platforms, IFAs) and cross-functional teams to broaden access to retirement products.
• Responsibility: Integrate sustainability and social impact into underwriting, investment and corporate practices.
• Excellence: Pursue operational efficiency and product quality to drive customer satisfaction and long-term profitability.

• Digital platform investments to reduce on-boarding time and scale advice-led propositions-targeting higher conversion rates and lower cost-to-serve.
• Product innovation focused on flexible retirement income, enhanced drawdown partnerships, and targeted annuity propositions for longevity risk transfer.
• Enhanced governance and reporting to strengthen transparency on pricing, persistency and capital adequacy.
• Sustainability commitments such as ESG integration in asset allocation and community engagement programs to support responsible retirement outcomes.

• Increase digital-advised conversions by X% annually (driven by platform upgrades and partner integrations).
• Improve customer NPS by Y points within 24 months via service excellence and product clarity.
• Reduce operating expenses as a % of income by Z percentage points through automation and process simplification.
• Maintain solvency coverage at least 1.1-1.3x regulatory minimum (target band to preserve conservative capital posture).