Blue Light Card, giving back to those that need it most

As the cost of living continues to rise, small discounts can make a big difference. Blue Light Card aims to provide valuable savings for those working in the emergency services, NHS, social care and armed forces.

During the COVID-19 pandemic, we saw many retailers extend special offers, acknowledging the challenges faced by people working in the emergency services. Today, companies participating in the Blue Light Card scheme continue to provide these benefits year-around.

Here I speak with Andy Collins, Chief Operating Officer, Blue Light Card who shared more about the background behind the organisation and how it champions supporting blue light workers with their financial, physical and mental wellbeing.

Where it all began

With a history spanning over 15 years, Blue Light Card stands as the largest discount provider in the UK for NHS, emergency services, social care and armed forces personnel. The brainchild of former Police Constable Steve Denny and business partner Tom Dalby, the journey began when Steve saw a gap between members of the public wanting to show their gratitude to frontline workers, and how workers could accept discounts or savings ethically.

“Officers were discouraged from accepting small discounts because it was seen by the force as bribery. But the community and local businesses really wanted to say thank you.”

Former Police Constable Steve Denny.

Tom understood the public’s need to show support for the officers, doctors, nurses, paramedics and others in the community who often put themselves in harm’s way for people they don’t know.

“I was at Steve’s swearing-in ceremony when he became an officer, and there was a lot of talk about the community being there to support these incredible people who do this really hard job. Whenever Steve had to go to a call, he was always going to a bad situation. People don’t call the police because everything’s fine. It takes a very strong person to go into the situations that Steve had to attend.”

Tom Dalby, Co-founder, Blue Light Card.

But it isn’t just police officers who do a tough job most of us couldn’t cope with; Tom and Steve were inspired by what Blue Light Card could mean to more people including healthcare workers.

Tom and Steve launched Blue Light Card in the UK from Steve’s spare room in 2008. Their childhood dream of running a business together became a reality and their different skill sets have made for a great partnership. While the business has changed and grown, the mission stays the same: a commitment to do more for frontline workers. Blue Light Card aims to support those working in the emergency services, as well as making their lives easier, more affordable and fun.

Business growth

Blue Light Card is partnered with almost 15,000 local, regional and national retailers, providing savings, discounts and benefits online and on the high street that aren’t available to the general public. Using their Blue Light Card discount card (costing just £4.99 and lasting two years), members can access online discounts via the website or app, as well as in a range of high street retailers, restaurants and cinemas across the UK.

As part of the business growth, Blue Light Card has extended its reach to Australia, with a dedicated team of 15 individuals actively working to establish and elevate presence across the country.

A huge amount of research went into looking at the global landscape to identify markets where essential emergency services were both deserving and underserved. Australia emerged as a prime candidate due to its extensive coastguard presence and a robust voluntary sector, notably the SES (State Emergency Service), serving as the voluntary fire service.

“The impacts of the bushfires, floods and the pandemic have called all Australian frontline workers to action in recent years. The community wants to give back and show gratitude for what the SES volunteers, nurses, firefighters and others have done, and are still doing. Blue Light Card finally makes that possible.”

Tom Dalby, Co-founder, Blue Light Card.

The mission is clear: to save half a billion pounds for members next year. Over the past five years, the focus has been on achieving this goal by expanding the team and diversifying offerings across different sectors like fashion, holidays, beauty, insurance, financial services, and even the costs associated with moving homes. Andy highlighted that this has required significant effort not just in building and growing the business, but also in assembling a capable team to sustain these savings for members into the future.

Financial wellbeing

Like any employer, whether it be a hospital trust or a police force, there’s an inherent responsibility to support the financial wellbeing of employees, especially considering the recent cost of living pressures.

“In our role, we strive to navigate these challenges by closely examining where our members allocate their funds. Our members represent typical households with everyday needs, so our primary objective is to address as much of their spending as possible.”

Andy Collins, Chief Operating Officer, Blue Light Card.

Currently, there is a strong focus on essential expenses such as car insurance, groceries, and utilities – areas where traditionally Blue Light Card may not have secured deals with retailers. The aim is to ensure that in every aspect of their spending, members can find opportunities to save, alleviating some of the financial pressures they may face. This approach is driven by the company’s commitment to supporting members and enhancing their overall financial wellbeing.

Historically, Blue Light Card offerings have centered around fashion, holidays and beauty, but the company is aiming to address more fundamental aspects of members’ lives.

“Currently, we’re excited to feature an ASDA deal, offering a 10% discount on fresh produce – a noteworthy step towards providing savings on essential items. We understand that daily indulgences like Starbucks coffee, while not necessities to some, can significantly impact daily routines. With a 10% discount, we want to make these small pleasures more affordable for our members.”

Andy Collins, Chief Operating Officer, Blue Light Card.

Beyond financial savings, Blue Light Card is passionate about enriching the lives of members through unique experiences. The organisations’ ticket offerings provide opportunities for members to attend concerts, enjoy a day out in London or access VIP tickets to events. These experiences go beyond the monetary value, creating opportunities for people to enjoy experiences they might have otherwise had.

Blue Light Card also organise special member days at theme parks, providing discounted rates with the proceeds contributing to Blue Light Card Foundation.

“These events not only create a sense of community but also serve as a platform for individuals to come together, creating a unique atmosphere of camaraderie. Witnessing the unique bond among attendees – whether they are from the NHS, social care, or police – is a testament to the vibrant community we’ve cultivated. We are dedicated to not only helping members save across a range of expenditures but also contributing to their overall wellbeing and creating a community of blue light workers.”

Andy Collins, Chief Operating Officer, Blue Light Card.

Mental health and wellbeing

Blue Light Card is working on providing more than just member discounts, while many businesses emphasise deals and discounts, the organisation is striving to understand its members challenges, from mental health to physical wellbeing.

Blue Light Card Foundation plays a crucial role in supporting helpline initiatives, for example, at the end of last year The Firefighters Charity launched a 24/7 suicide hotline with support from Blue Light Card Foundation.

“The Blue Light Card Foundation puts a significant amount of profit towards meaningful causes, connecting with various organisations for support. Our goal is to reach those in need, whether they are traumatised police officers or overworked NHS staff, and create a sense of community beyond just saving money. We believe in fostering a connection and making individuals feel part of a larger society.”

Looking to the future

Blue Light Card is exploring simpler sign up processes for members and looking to facilitate bulk sign ups for organisations, whether they’re larger hospital trusts or social care employers. This will allow employers to provide benefits to all employees at a lower cost than traditional employee benefit programmes, making it a cost effective solution.

Additionally, the organisation is planning exclusive events for Blue Light Card holders, resembling Black Friday, to provide savings on various purchases. As well as expanding the current ticket offerings with more VIP opportunities, partnering with major ticket providers for events and attractions to contribute to the overall wellbeing of its members.

Blue Light Card’s main focus remains on helping members save on every aspect of their household spending, as well as continuing to explore ways to support members mental and physical wellbeing.

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