AA wins breakdown assistance contract with Admiral


Strategic Partnership with Admiral

New three-year deal in the important insurance sector

Builds on recent B2B momentum

The AA has announced the award of a new 3-year contract with Admiral through which it will offer AA Roadside Assistance to Admiral’s 4.3 million UK motor insurance customers across a stable of brands.

The AA’s B2B strategy is focused on putting service, innovation and data at the heart of what it delivers. Customer journey optimisation and digitisation are high on the agenda and this partnership will see the customer journey evolve beyond breakdown to the benefit of both parties.

This is in line with The AA’s key strategic direction, putting service innovation and data at the heart of what they do.

Simon Breakwell, AA Chief Executive Officer, said: “We are delighted to have been awarded this significant new contract with Admiral, one of the UK’s leading insurers. It is a strong endorsement of our strategy. Partnerships are paramount to the success of this syndicated B2B model and the growing insurance market is critical.”

David Stevens, Admiral Chief Executive Officer, said: “At Admiral the customer is at the heart of everything we do. With our two trusted brands working together for the customer we are excited to see what the AA and Admiral can achieve together to deliver an outstanding customer experience.”

The Admiral partnership builds on the positive momentum in the AA’s Business Services segment. This financial year the AA has renewed or extended relationships in the motor manufacturer sector with Jaguar Land Rover, Volkswagen Group, Suzuki and Ford Europe. The Fleet and Leasing segment continues to grow through the retention of Lex Autolease and by adding Arval to the portfolio in year, complemented by the recent acquisition of Prestige Fleet Servicing. In addition, a new five-year extended contract with the Lloyds Banking Group has recently been announced. 

Business customers account for around 10 million of the AA’s 13 million members and underpin the scale of the AA’s Roadside operations. By innovating and differentiating its B2B offer, the AA is cementing its market leadership position as the partner of choice for UK roadside assistance.