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Our purpose and values

Our purpose

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 values

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.