Zurich’s vision is set out in this way: ‘At Zurich, we aspire to become the best global insurer as measured by our customers,
our shareholders and our people.’ To achieve this aim, Zurich’s strategy involves being effective in the key areas that add value to its stakeholders. Adding value is the process of increasing the market value of a product. It is a key part of ensuring stakeholder satisfaction. Zurich’s key value-adding activities are: