To manufacture and market products that are recognised by consumers as being differentiated from generic alternatives in terms of value and service.

Rather than compete on the basis of scale, AAI uses superior segmentation techniques supported by strong competencies in underwriting, operations, marketing and claims management to establish profitable businesses.

AAI’s leading niche insurance brands include APIA and Shannons

‘To be clearly and widely recognised as an insurance industry leader in niche markets, based on our ultimate knowledge of customer needs and our focus on the customer service experience’.

AAI focuses on niche markets comprised of people with ‘like minds’ and ‘like needs’ – and serviced by businesses aligned to this strategy. This is invariably by a direct distribution channel to maintain control of the customer experience.