Our Purpose means we take the role we play in our customers’ lives seriously. We help them access the funds they need when others don’t. We support them in their everyday lives as they grow their credit ratings and make progress towards their financial aspirations. 

We realised we wouldn’t be able to do this consistently across PFG until all our divisions were working to a common goal. To help bring our ways of working into line and make sure we’re operating responsibly in each of our businesses, we’ve developed a ‘guiding light’ that drives us to always do the best we can for our customers and colleagues. We call this guiding light our Blueprint. 

The Blueprint helps us: 

  • Balance our customer products and services in terms of responsibility and sustainability
  • Create a rewarding workplace for colleagues
  • Generate suitable, sustainable returns for shareholders who give us the investment we need to support our customers


Our Blueprint explained

Provident Financial plc’s purpose is to help put people on a path to a better everyday life. This is our reason for being. It unifies us and is something that we can get behind both practically and emotionally.

What our purpose means:

Help - our purpose and our role in helping customers achieve financial inclusion.
People - references the humanity, intrinsic to the way we do business.
On a path - progression, growth and moving them forward in their lives. It’s a journey.
Better everyday life - our business is not in the big life-changing moments; we  help  people in their everyday  spending.

Our Strategic Drivers are designed to focus our thinking, our direction and our investments to help us achieve competitive advantage. They are:

Customer Progression – We will build products, services and partnerships that change the game for our customers.
Human Experiences – We will build enduring relationships by delivering experiences that seamlessly integrate the latest technology with our brilliant people. You can read more about how we build relationships in Corporate Responsibility.
Head and Heart Decisions – We will deliver for our stakeholders by balancing: (i) data and insight; (ii) financial return and doing the right thing; and (iii) customer need and customer want, in order to build a long-term, sustainable business.
Fighting Fit – We will continuously challenge our cost base, efficiency and effectiveness, and change our capability to ensure we remain the most competitive player in the market.

Our Behaviours outline how we do what we do. We always keep the customer in mind. We innovate to make improvements for customers, colleagues and stakeholders. We hold ourselves accountable for our costs and our actions. Our Behaviours are: 

Be Hungry for Better – This is seeking out opportunities for constant improvement, as well as having conversations that will help us move the dial, even when it’s tough.
Put the Customer on the Team – This is making every decision with our customer in mind, as well as owning the trade-off between commercial and customer impact.
Act like it’s Yours – This is using resources with the same respect and consideration you would your own, as well as doing your bit to step-change our performance and maximise value.