How St. James’s Place introduced the Tusker car scheme

Why launch a car scheme?

In June 2024, St. James’s Place (SJP), a leading British wealth management organisation, elevated its employee benefits package by launching the Tusker car benefit scheme. The strategy aligned with the company’s introduction of a car allowance and desire to update its traditional company car scheme to support broader organisational goals of inclusion, sustainability, and employee wellbeing.

The Tusker scheme is available to all SJP’s 2500 UK and NI workforce and is designed to support employees of every age, financial capability, and across diverse lifestyle preferences. Through its introduction and combination with existing vehicle benefits, SJP has established a comprehensive offer that champions the financial wellbeing of employees through salary-sacrifice. It also encourages sustainable employee travel by offering more accessibility to electric and hybrid vehicles, which were often previously too costly for many workers.

In doing this, the launch has uplifted the company’s wider goals of improving employee engagement and retention; delivering more inclusive and accessible benefits; as well as making a meaningful contribution to its ESG targets.

Why Tusker?

Tusker was chosen as a trusted partner for its proven ability to deliver flexible, inclusive, and environmentally focused salary sacrifice car schemes. Using the platform, employees can access affordable, low-emission vehicles with the wide array of options available that not only support personal mobility and sustainability but also contribute to organisational carbon reduction targets.

This accessibility is partially achieved through NI and income tax savings by allowing employees to sacrifice a portion of their pre-tax salary each month in exchange for a new car. On top of this, a salary sacrifice car includes fully comprehensive motor insurance, breakdown cover, annual road tax, accident management, routine servicing, MOTs and replacement tyres, meaning people don’t have any added stress of finding different providers and dedicating periods to budgeting.

By aligning the benefit with long-term agreements, which are typically three years (but can be shorter or longer), the scheme not only offers recognition to SJP employees of their value, but also encourages retention. It facilitates a smart, future-focused strategy.

A fresh approach to communication

In a sector known for its formality, SJP took a courageous step toward innovation, reimagining how internal benefits are communicated. Through Tusker, it has been able to break benefits away from a more traditional corporate tone. Instead, engaging employees with fun, emotive, and more informal internal messaging has resonated with employees.

Additionally, using a digital-first approach, SJP utilised platforms like Reward Gateway and SharePoint to communicate with its widespread, digital workforce effectively. Strategies to spread awareness of the scheme have included email targeting, integration in internal news, all with a more informal tone. This has encouraged stronger emotional responses from employees and achieved significantly higher engagement levels than seen in prior benefit launches. These approaches also reflect SJP’s evolving culture, and dedication to ensuring every employee feels recognised, supported and connected to their company mission.

Results that matter

In just six months since its June 2024 launch, the Tusker car salary sacrifice scheme has achieved significant success:

• 50% of the 2,500-strong UK workforce (1,255 employees) have logged in and created an account in year 1 of the scheme
• More than 85 employees have placed vehicle orders in the first year – an impressive start for a high-value benefit in a short period
• Over 120 tonnes of CO₂ emissions have been offset thanks to employee choices of lower-emission vehicles

These early figures reflect a benefits scheme that is:

• Resonating with employees practically and emotionally
• Accessible across all digital channels
• Aligned with organisational goals

Although the scheme is early in its lifecycle, the adoption trajectory indicates strong potential for long-term impact on retention, recruitment, and employee satisfaction. As agreements span multiple years, they encourage longer-term thinking, reinforcing commitment from both employees and the company.

What’s next?

SJP sees Tusker’s scheme as an innovative way forward, truly helping employees, with strong uptake and feedback, which will be monitored continuously, while also upholding essential ESG goals. As sustainability and employee experience remain vital to the organisation’s business strategy, Tusker’s role will be pivotal in helping SJP create a benefits package that is modern, inclusive, and values driven.