In four decades, we’ve learned at AFD that data accuracy builds and protects trust. By contrast, poor data increases internal costs and leads to poor service and lost customers and compromises hard-won reputation.
At AFD Software, we focus energetically on helping you achieve data precision in contact, location and banking data. It’s in our DNA. Why? Because trust is hard to win and easy to lose.
A Tradition of Excellence, Powered by Innovation
Founded in 1901, Western Provident Association (WPA) is no ordinary health insurer. As a non-profit organisation serving more than 400,000 individuals through both direct channels and intermediaries, WPA combines a strong ethical foundation with a deep commitment to customer service excellence. With over £30 million in turnover and around 200 dedicated employees, WPA’s approach has always placed people before profit.
At the core of WPA’s operations is a sophisticated digital infrastructure. From their internal administration systems and call centre to customer-facing portals and mobile apps, every platform is bespoke-designed to deliver seamless, efficient, and secure service at every stage of the customer journey.
“We verify every single address during the customer journey,” explains Kate Gamblin, Senior IT Services Manager at WPA. “Whether a customer is calling in, applying online, using the mobile app, or updating their details through the secure portal, address data plays a pivotal role.”
From generating accurate quotes to issuing policy documents, collecting premiums, identifying the nearest healthcare specialist or highlighting duplicate records – a precise and valid address underpins it all. And for the many customers who prefer to receive information by post, accurate delivery isn’t just expected – it’s essential.
“Address data is fundamental to excellent customer service,” Kate continues. “The process needs to be straightforward, integrated, and 100% reliable across all our systems.”
As part of WPA’s ongoing pursuit of continuous improvement and best value, Kate led a re-tendering process for address validation services. “We’d been with our existing supplier for some time,” she explains, “but as part of our due diligence, we wanted to explore the market and ensure we were getting the best.”
“One of WPA’s key requirements was that any potential supplier must work directly with Royal Mail. This helped narrow the field and helped AFD Software stand out.”
AFD Software have worked directly with Royal Mail since 1994, and the Postcode People at AFD know the definitive Royal Mail Postcode Address File (PAF) better than anyone. In fact Royal Mail chose AFD as the sole producer and distributor of “raw” PAF products on their behalf 15 years ago, and they still trust us to do so to this day. Our expertise to examine, process, and deliver these products to all consumers of raw PAF is now relied upon by over 50,000 organisations and millions of individuals. Every day. Across the world.
“I would absolutely recommend the service. From integration to ongoing support, everything
has been well-executed. We expect a lot from our suppliers and the Postcode People at
AFD more than measured up to our expectations.”
Kate Gamblin, Senior IT Services Manager
With security and system uptime being two of WPA’s highest priorities, AFD Software had to prove that they could deliver on both fronts. Although address data isn’t stored by AFD , WPA needed confidence that there was no risk of data breach. And with live customer services running around the clock, reliability and high availability were non-negotiable.
AFD delivered, and from day one, the collaboration proved successful.
“Our developers found the documentation incredibly easy to use,” Kate recalls. “It was clear, straightforward, and intuitive. There were no follow-up questions, which really set the tone for a smooth rollout.”
The ability to run parallel systems during the transition helped ensure zero disruption. And the engagement with AFD’s account management team remained open, responsive, and aligned to WPA’s own high standards of service.
The switch to AFD Software may have happened quietly in the background – but its impact runs deep. With robust, secure, and easy-to-integrate address validation now in place across every WPA platform, both staff and customers benefit from fast, smart address data entry.
WPA’s experience highlights the value of re evaluating even the most foundational parts of your systems. Sometimes, it’s the details – like ensuring every address is correct – that make the biggest difference to the service your customers feel.
The WPA journey to better address data started with a conversation.
You can talk to Joel about any aspect of how to improve contact and bank data quality by calling 0333 433 0711 or email postcode@afd.co.uk.
We serve thousands of organisations and a network of hundreds of partners across multiple industry sectors, enabling them to have full confidence in their contact data.