NFU Mutual: Transforming Insurance in the Digital Age

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  • Case Study
  • September 25, 2025
NFU Mutual logo

Industry

Financial Services

Our role

End-to-end digital transformation and managed services

Featuring

Microsoft Azure and Microsoft Sentinel

NFU Mutual is a UK insurer with heritage in the farming community stretching back over 110 years. Today they provide insurance and financial services to farming, business, and individual customers who require insurance and investment products delivered through attentive, local, personal service.

PwC UK worked with NFU Mutual to design and implement a cloud-powered digital platform using Microsoft Azure, introducing flexible, digitally enabled services whilst maintaining the quality, personal customer experience that defines them as a brand. This enabled customers to manage policies, billing, and complete transactions online, freeing up time for customer facing teams to focus on supporting customers with more complex needs as well as driving growth in key strategic areas.

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The Challenge

NFU Mutual wanted to modernise how they supported their customers and bring that experience into the digital age – without disrupting their model for highly personalised local service.

Customer feedback highlighted a desire for self-service options without sacrificing NFU Mutual’s trusted, face-to-face service.

NFU Mutual’s customers value a personalised quality service; however, research highlighted that they also wanted the option to self-serve for key activities and to get their documents online, like they can do with other companies.

Rachel Mills, Head of Digital and Direct, NFU Mutual: “As we were introducing an Online Account and Digital self-service for General Insurance customers for the first time, we wanted to work with an experienced and trusted partner, It was appealing that PwC UK could provide both the Design and Build team, but also the PwC Cloud Managed Service capability to manage the platform for us once live, on an ongoing basis.”

“Our ultimate aim is peace of mind for our customers. But expectations are evolving – we have to adapt to an increasingly digital marketplace while staying true to who we are.”

NFU Mutual

The Solution

PwC UK collaborated with NFU Mutual to deliver a full-stack digital platform. This included design and implementation of a secure, scalable cloud-based solution, using Microsoft Azure, to create an online customer portal. We have also integrated identity management and cybersecurity tools, including Microsoft Sentinel, to facilitate policy management, billing, and secure transactions.

We took an agile and experience-first approach to this transformation journey. Co-designed with NFU Mutual agents and customers via workshops and user testing then successfully launched a managed service for 24/7 platform support and continuous innovation.

PwC’s Application Evolution Managed Service team embedded development and operations practices, including 24/7 monitoring and service management processes, to deliver comprehensive full stack cloud managed service solution.

Results

A phased rollout approach has been adopted to deploy the digital solution to customer groups incrementally.

Initial customer feedback is positive on the platform – both functionality and user experience - making it now even easier to do business with NFU Mutual at a time and place that works for customers

Mark Minchin, Director, PwC UK: “The success of this project highlights the value of close collaboration and innovation. Together with NFU Mutual, we have created a sustainable digital transformation on a future-proofed platform that can grow in line with NFU Mutual’s customer requirements over time.”

  • Mark Minchin, Director - Insurance Transformation Practice, PwC United Kingdom
  • Sevgi Hassan, Director - Application Evolution Services and Governance, PwC United Kingdom
  • Rachel Mills, Head of Digital and Direct, NFU Mutual
  • Marianne Jones, Head of Digital Customer Strategy, NFU Mutual

 

Mark: This was a huge effort from everyone involved, demonstrating that a shared purpose and a collaborative approach can deliver a really successful outcome.

Rachel: Really, this is quite a big step forward to us.

On screen: NFU Mutual are a brand known for their local personal service, but they knew they had to modernise to keep up with customer demands. So how do they introduce a digital channel that complements their agency network?

Rachel: We are a mutual with 110 years heritage founded in farming business, but today we sell insurance across farming, personal and commercial. We also have a financial service business offering as well.

We really stand for local personal service that’s what our customers really value from us as a company.

Marriane: The challenge we faces was in the market, there was a growing demand for customers to want to transact online, and we in the market were way below par compared to our competitors. We needed a solution that ticketed a load of boxes.

Rachel: We conducted an extensive market review and PwC really stood out in that process as understanding our USP (User Selling Point) and what we stood for.

Mark: We knew that we had to stay true to the ethos of the organisation. The digital channel had to be easy to use, highly secure and provide a technology platform that was fit for the future and enabled digital services to be released, both now and on an ongoing basis.

We brought together a team across PwC that included experts in insurance transformation, customer experience, cloud delivery, cyber security and managed services.

The online account enables customers to access policy information securely online and carry out simple transactions.

Sevgi: We utilised Microsoft’s Azure cloud platform, and an identity management system, which we perfect for the brief. The transformation program runs in parallel to PwC’s UK Application Evolution Service. Ensuring the seamless transition, with no disruption to NFU Mutual or their customers.

Rachel: The cloud managed service that we have with PwC is managing all of the hosting, security services, etc. And the extension and maintenance of that platform over time. I think one of the most impressive things has been them taking the time to understand and deliver a solution with us, that is just not like any other insurance offering that you might find in the market. They understand us, they understand what we stand for, and they’ve made sure and held us to account actually, in delivering that in the platform.

Sevgi: The NFU Mutual and PwC UK relationship with continue into the future, enhancing the platform’s scalability as well as their growth and innovation.

Marriane: We hope the partnership with PwC does continue into the future as we grow our digital channels into some of our more niche customer bases. We’re looking to leverage the skills that they’ve got and ensure that our delivery meets our customer’s needs.

Contact us

Stewart  Wilson

Stewart Wilson

UK Microsoft Practice Lead, Chief Technology Officer for Government and Health Industries, PwC United Kingdom

Tel: +44 (0)7841 567089

Steven Gough

Steven Gough

Partner, PwC United Kingdom

Tel: +44 (0)7730 733777

Mark Minchin

Mark Minchin

Director, Insurance Transformation Practice, PwC United Kingdom

Sevgi Hassan

Sevgi Hassan

Director, Application Evolution Services and Governance, PwC United Kingdom

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