Digital first, data-led, and powered by experts

Throughout 2025, we made major strides towards our ambition to be a digital‑first, data‑led organisation, powered by experts.

Our goal remains simple: to create a service where people can access support in the ways that suit them best, where technology removes barriers rather than creating them, and where our advisers have more time and better tools to focus on what they do best: transforming lives through expert guidance. Above all, this work has been about people; enabling colleagues to work efficiently and giving clients easier, faster routes to support, without losing the human experience at the heart of what we do.

The impact is clear. Digital engagement reached record levels this year, with 86% of clients beginning their journey with us online and 89% completing their debt advice digitally. This means more people than ever are accessing support in a way that gives them greater clarity, confidence and control — and behind every one of those journeys is an expert empowered to step in, support them, and make that experience truly human.

Hear from our Executive Team on what this means for the people behind the transformation.

2025 saw us move from planning to delivery. We laid the foundations of a modern, scalable service, and improvements are already making a difference for clients, colleagues, and partners. We’re building a service that is truly supportive, not just for clients but also for the people who power it.

• WhatsApp live – A familiar, low‑pressure channel for clients; more than eight in ten DMP clients opted in. Showing that when we offer human connection through familiar tech, people respond.
• Automated web chat – Mobile‑friendly, faster and available whenever clients feel ready — without waiting in a queue. It takes away simple barriers, while advisers remain available to step in whenever someone needs expertise, reassurance or a human conversation.
• New Virtual Adviser Capacity – Helping us respond at scale without leaving clients waiting. Results were instantly supporting 1,800 new client calls, 2,700 existing client calls, and 4,500 post-advice calls. This continues to grow.

Every new feature is designed not just to streamline journeys, but to free our advisers to deliver more of the empathy, reassurance and expert support that clients tell us matters most.

• Intelligent decision support: 458,000 decisions processed in ten months, helping colleagues provide fast, consistent, fair outcomes for clients
• Cloud-based platforms: Giving advisers clearer visibility of the client journey and enabling support teams to act quickly when someone needs help

• Agent Co-Pilot - AI-supported real-time guidance is already helping around 40 advisors work more efficiently
• Email integration and digital self-serve journeys - 35,000 emails answered more efficiently, and around 15,000 self‑serve messages completed - taking pressure off teams while giving clients quick, convenient updates
• Cloud-enabled stability - A modern, reliable setup that makes day‑to‑day work easier for colleagues and ensures clients experience fewer delays and interruptions.