Just Group plc (formerly Partnership Assurance)

Financial services / Retirement Income & Care Markets·Reigate, Surrey, United Kingdom·Over 1,400 colleagues employees·£2.073 billion (2025)

Wait Tax

£15M–£20M per month

Deal Velocity

6–9 months

Problem Visibility

High

Timing Triggers

4 identified

Strategic Account Paradox Framework

6-Dimension Analysis

SWOT Analysis

Strengths

FTSE-listed financial services company
Leader in defined benefit de-risking, individual retirement income, and care markets
Strong customer base (700,000+)
Significant assets under management (£30 billion)
Experienced leadership team

Weaknesses

Declining underlying operating profit (39% in 2025)
Decreasing retirement income sales (18% in 2025)
Lower new business margins
Scarcity of large pension de-risking deals
Fragmented CRM landscape (Salesforce and Microsoft Dynamics)

Opportunities

Leverage Brookfield acquisition for new strategic direction and investment
Expand market share through enhanced digital capabilities
Optimize customer experience to drive retention and new business
Consolidate CRM systems for a unified customer view

Threats

Intense competition in the retirement income market
Regulatory changes impacting product offerings
Economic downturn affecting pension savings
Integration challenges post-acquisition
Reputational risk from declining financial performance

Salesforce Use Cases

Sales Cloud for new business acquisition and client management

Service Cloud for enhanced customer support

Marketing Cloud for personalized customer engagement

Experience Cloud for partner and customer portals

Three Deliverables

Ready to use with your team

Salesforce Account Team Point of View

Audience: Salesforce Financial Services Account Team

Just Group plc presents a significant opportunity for Salesforce and Ziipline to drive transformational change within the UK retirement income sector. The company's current financial challenges, coupled with an impending acquisition, create a compelling 'why now' for strategic investment in a robust and integrated Salesforce platform.

Account Overview

Just Group plc is a FTSE-listed financial services company specializing in the UK retirement income and care markets. Formerly Partnership Assurance, the company is currently undergoing acquisition by Brookfield Wealth Solutions, expected to finalize in H1 2026. They serve over 700,000 customers and manage £30 billion in pension savings.

The Strategic Paradox

Growth ambition in the UK retirement income market vs. declining sales and profitability due to lower new business margins and scarce bumper pension de-risking deals.

Just Group plc aims to be a leader in the UK retirement income and care markets, with a stated ambition for growth. However, recent financial results for 2025 show a significant 39% fall in underlying operating profit and an 18% decline in retirement income sales. This indicates a tension between their growth aspirations and current operational and market challenges, particularly with lower new business margins and fewer large pension de-risking deals.

Why Now

The recent decline in profitability and sales, alongside the upcoming acquisition by Brookfield Wealth Solutions, creates an urgent need for Just Group to optimize operations and enhance customer engagement. This period of change offers a prime opportunity to implement a comprehensive Salesforce strategy to support their future growth ambitions and integrate new business units effectively.

Opportunity Size

Estimated Salesforce deal size of £5M–£10M with significant expansion potential across sales, service, and marketing clouds, particularly during post-acquisition integration.

Why Ziipline

Ziipline's deep expertise in complex financial services transformations and specialized knowledge of Salesforce implementations makes us the ideal partner for Just Group. Our proven track record in delivering tailored solutions will ensure a successful deployment that addresses their unique challenges and aligns with their strategic objectives.