Our purpose – helping people create their tomorrow – guides our actions and decision-making across AMP.

For our customers this means giving them the confidence to take control of their finances and achieve their goals.
For our partners this means working together to meet the needs of customers.
For our shareholders this means delivering sustainable financial performance and returns.
For our employees this creates meaningful opportunities to contribute and deliver positive outcomes.
For our communities this means improving financial equality through our community partners, grants programs and volunteering.
For all our stakeholders it is about delivering value and impact and reporting meaningfully on our progress.

Our purpose is underpinned by five values:

Put customers first is about considering customers in all our decisions and making it as simple as possible for them to take control and achieve their goals.
Own it is about holding ourselves and each other accountable, honouring our commitments and delivering results.
Be brave is about having the courage to speak up and try new ways of doing things to adapt, learn and deliver.
Play as one team is about breaking down silos and playing to the strengths of our diverse team.
Do the right thing is about being respectful and delivering on our promises.