Nick Edwards, Group CDO at The AA, on the organisation’s incredible technology transformation and how these changes directly benefit customers

The AA is a household name across the UK, synonymous with breakdown recovery and car insurance. It also offers a host of other services from the driving school, accident assistance, servicing & maintenance, financial services and online buying and selling of used cars. As a company with over a century of trusted service, The AA works hard to remain on the cutting edge. This means making continual strides with technology. Enter: Nick Edwards, Group Chief Digital Officer.


“2024 has been a milestone year for the business,” explains Edwards. “It marks the completion of the first phase of the future growth strategy we’ve been focused on since the appointment of our new CEO, Jakob Pfaudler.” Revenues have grown by over 20%, allowing The AA to drive customer growth with technology. “All of this has been delivered by our refreshed management team,” he continues. “It reflects the strength of our people across the business and the broader cultural transformation of The AA in the last three years.”

Best-in-class technology

To achieve all of these things, better technology is required. The AA has implemented an enormous amount of cutting-edge technology to achieve its goals. It’s now a cloud native organisation, running its infrastructure on modern, scalable, resilient platforms. It has also replatformed its Road and Insurance businesses, complementing them with modern digital front-end applications, allowing for rapid testing and optimisation.

“We’ve also made big strides in data,” says Edwards, “improving the customer experience at every point. Furthermore, we’re using industry-leading SaaS tools to advance our strategy. We’re also increasingly experimenting with AI solutions to accelerate our business ambitions. There was a big upfront decision made to invest in transforming this business top to bottom, to give it the tools it needs to survive and thrive. That’s exactly what we’re doing, and it’s allowing us to provide industry-leading services for our customers.”

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