How Deltabase Unlocked Value in AA’s Digital Journey

Deal Context

AA plc, a well-established brand in the UK’s roadside assistance and insurance sectors, was seeking to secure strategic investment to restructure its financial position. The aim was to realign its debt profile and unlock the capital required to accelerate its transformation into a market-leading, digitally empowered insurance and roadside services provider.

With increasing competition and evolving customer expectations, AA plc recognized the urgent need to modernize its digital infrastructure and operational capabilities to remain competitive and achieve long-term growth.

What We Did

Deltabase conducted a comprehensive assessment of AA plc’s digital transformation capabilities, with a focus on surfacing previously untapped areas of digital value creation. Through our proprietary diagnostic approach, we evaluated AA’s digital maturity across multiple dimensions—including technology, data, customer experience, innovation, and workforce enablement.

The findings identified key gaps and high-potential opportunities to elevate their digital trajectory. These insights provided the strategic clarity needed to demonstrate to potential investors how targeted digital enhancements could drive operational efficiency, customer engagement, and long-term value.

Current Capability Description

AA plc is actively developing its digital capability, having made meaningful initial progress in digitisation. While foundational systems and initiatives are in place, there is significant scope to accelerate impact by enhancing digital integration, leveraging data for strategic insight, and embedding digital thinking across functions. The company is well-positioned to transition from a phase of early digital maturity to one of sustained, innovation-led growth—supported by clear opportunities to capitalise on its existing momentum and scale digital value creation.

Find out more

For a copy of our full Dx Intelligence Report on AA plc including detailed scoring, intelligence, data analysis and opportunities; or to benchmark the digital capabilities of any company, please get in touch at hello@deltabase.io