Acorn Spotlight
Spotlight
2025 Milestones, Reflections and Awards
Introduction by Keith Butler Chief Executive Officer Ask Acorn
Reflecting on 2025:
Our Year at a Glance
A Year of Performance, Purpose and Progress
This was the most successful year in our Group’s history:
Throughout 2025, our work with Galway Simon Community offered a powerful reminder of what impact really looks like - dignity restored, lives stabilised and long-term outcomes shaped by people who show up every day with care and intent. It reinforced a simple truth: legacy - whether personal or professional - is not defined by what we achieve alone, but by what we help others build. That might mean helping a client secure their family’s financial future. It might mean mentoring a new advisor and shaping the next generation of success. Or it might mean using our collective strength as a Group to make a meaningful difference in our communities - through our values, our giving and our everyday decisions. That mindset guided Acorn Life Group throughout 2025: Showing up with purpose, delivering with consistency, and laying foundations strong enough to support the decade ahead.
• Net Issue: 217m CCSA - up 33%, our best since the early 2000s • Business Written: 259m CCSA - up 25%, with over 6,000 new policies issued • APE: Over 31m - a 33% increase and an all-time high • Productivity: 448,000 CCSA per advisor in December; average of 223,000 across the year - a new benchmark • Growth: First meaningful rise (+7%) in active policy count in over 20 years • General Insurance: Sustained profit for the first time since inception • People: 14 advisers exceeded 1m CCSA in December; five branches delivered record months • Funds Under Management: c€1.4 billion - the highest in our history with a further €100m paid out in encashments during the year. These results reflect more than performance they reveal potential. With average productivity now reaching 223,000 CCSA per adviser, it’s clear that the opportunity within Ask Acorn is significant. But so too is the need to evolve - because what got us here will not take us further.
Delivering on Our Promise In 2025, Acorn Life paid out over €29.8 million in claims across all benefit types - supporting families and individuals when they needed it most. Since we began tracking claims, Acorn Life has paid more than €406 million across 24,787 individual claims - a clear and enduring reflection of our promise in action. Every policy matters. Every claim paid represents a moment when we delivered - not just a product, but peace of mind.
Legacy in Action This year, Acorn Life Group made the largest charitable donation in our history to Galway Simon supporting their mission to tackle homelessness with dignity and care. That contribution was made possible by your performance - and by the values we live. It also marked a turning point in how we give. From 2026 onward, we will implement a structured, transparent charitable model, led by our ESG Committee and shaped by staff and advisor input ensuring our impact grows alongside our success.
Investing in the Future We are backing our ambition with long-term investment. Through Distribution 21 Phase 2 our long-term strategy to modernise systems, expand distribution and transform how we serve advisors and clients - we’re not just improving systems, we’re building the infrastructure for the future of advice. A new non-linked protection product, powered by digital underwriting, is in development - a significant enhancement for both customer experience and advisor efficiency. We’ve also sharpened our pensions strategy, aligning our PRSA and Executive Master Trust platforms with Ireland’s changing retirement landscape. With auto-enrolment drawing near and employers seeking real support, we are strategically positioned to help advisers serve both new and existing clients with value, scale and confidence.
These moves are not just upgrades. They are signals that the business is evolving, and that those who evolve with it will lead the next phase. We provide the systems. We build the products. We deliver the training. The next move - and the next level - is entirely up to you. The biggest threat to progress isn’t resistance - it’s comfort. If you don’t believe change is necessary, you’ll miss what it makes possible.
Looking Ahead 2026 is about momentum, clarity and conscious adaptation. We will launch new products, scale our charitable model, and begin to reshape how performance and support combine - laying the foundation for a business that scales without compromising its core. But none of that happens without you. Without your openness to change. Without your ambition to grow. Without your decision to act - today, not someday. To everyone across the Acorn family - thank you. You made 2025 what it was. Let’s make 2026 even more: not just a year of performance, but a year of transformation. Let’s move forward - with purpose, with urgency and together. Full Steam Ahead in ’26,
Keith Butler Chief Executive Officer Ask Acorn
Distinguished Advisor Awards 2025 Position
Name
Group
Net Issue €
1
Anne Tobin
Galway
8,882,037
2
Francis Howard Horward Financial
Cork
8,462,944
3
Eamonn Crotty RSL Financial Services Ltd.
EastGate
7,628,208
4
Ann Meade
Dublin
5,904,901
5
David Price Price and Sons Financial Ltd
Dublin
5,680,739
6
Enda McGearty
Monaghan
5,526,956
7
Declan O'Neill
Cork
5,465,856
8
Helen Creegan Walsh
Dublin
5,031,206
9
Gary Gubbins
Cork
5,020,947
10
Michael Conroy
Galway
4,887,381
*
Subject to Final Quality Scoreboard Assessments. Other award winners will be acknowledged at Annual Meeting
General Insurance Awards 2025
Sales Advisor of the Year Aaron Lawlor
Renewal Advisor of the Year Deirbhle Lally
Newcomer of the year Tara McMahon
*
Subject to Final Quality Scoreboard Assessments. Other award winners will be acknowledged at Annual Meeting
Branch of the year 2025 Cork by Vivian O’Callaghan Branch Manager
As we reflect on another outstanding year, I am immensely proud of what the Cork branch has achieved in 2025. Our continued success is a consequence of the professionalism, resilience, and ambition that characterises our team. In a year that demanded preparation, patience and focus, the Cork team demonstrated that it has those qualities in abundance. Auto-enrolment, as the defining event of the year, presented certain challenges owing to its “will they, or won’t they?” nature for the first half of the year but once the starting gun was fired it provided bountiful opportunities for those prepared to respond with energy and intent. The consistency of effort across the branch and the collective determination to respond to our client’s needs meant tight timelines were met while maintaining the highest professional standards. That culture of professionalism continues to be our greatest strength. Although our success is very much a team effort, several individual performances this year were truly exceptional and deserve special recognition. Francis Howard had a phenomenal year, increasing his net issue by a staggering 70% to 8,462,944 CCSA and in doing so securing his third Distinguished Advisor Award. This result cements Francis’ standing as one of the elite performers across the company. Francis seized the Auto-enrolment opportunity with both hands, and the results are plain to see. Adding to this remarkable achievement, Francis also secured his second MDRT Top of the Table award, a clear testament to his consistency, discipline, and unwavering client focus. Francis continues to set the benchmark for excellence, and his achievements are an inspiration to colleagues across the branch.
Declan O’Neill once again demonstrated his enduring excellence, finishing the year with 5,465,856 CCSA which, remarkably, is his fifth consecutive 5 Million plus finish. Declan’s ability to perform at the very highest-level year after year is exceptional, and his professionalism, experience, and leadership remain a cornerstone of the Cork branch’s success. This year also marked a significant breakthrough for Gary Gubbins, who makes his debut in the Ask Acorn Top 10, finishing with a truly impressive 5,020,947 CCSA. Reaching the Top 10 for the first time is a major milestone, and Gary capped off a standout year by also achieving MDRT Top of the Table membership. This is a tremendous accomplishment and reflects Gary’s ambition, consistency and fast-developing expertise. Beyond these headline achievements, the depth of talent within the Cork branch continues to be one of our defining strengths. The accomplishment of thirteen MDRT qualifications including two Top of the Table and three Courts of the Table highlights the exceptional standards that are consistently met. These results are built on professionalism, preparation, and a shared commitment to excellence - values that run through every level of the branch. Looking ahead, I’m certain that Auto-enrolment will continue to shape our industry for some time to come. This change represents both a challenge and a major opportunity for advisors and clients alike. For many individuals, Auto-Enrolment will be their first meaningful engagement with pension provision, and with that comes uncertainty, questions, and the need for clear, trusted guidance. Clients will need help understanding how Auto-Enrolment interacts with existing pensions, contribution levels, opt-out decisions, and long-term retirement planning. This creates a vital opportunity for professional advisors to add real value - ensuring clients make informed decisions rather than simply defaulting into arrangements that may not suit their broader financial goals.
For our advisors, Auto-Enrolment presents an opportunity to engage with new clients, deepen existing relationships, and demonstrate the importance of expert advice at a time of legislative change. While it will undoubtedly introduce additional complexity, it aligns perfectly with our core purpose: helping people plan with confidence and clarity for the future. The Cork branch is exceptionally well positioned to meet this challenge head-on. None of this success would be possible without the strength of our support structure. I would like to sincerely thank Marion Horgan, our Branch Administrator, whose dedication ensures the smooth running of the branch; Siobhan Cronin, Regional Assistant Branch Manager, for her continued guidance and support; and our outstanding Sales Support team - Breeda Heelan, Laura Delaney, Olivia Sheehan, and Edel Sheehan - whose work is integral to enabling our advisors to perform at their best. I would also like to express my thanks to Willie Murphy for his continued support,
and to everyone at Head Office in Galway, whose leadership and resources play a vital role in our ongoing success. On a personal note, I feel enormous pride in this team and gratitude for the opportunity to work alongside such committed professionals. In the Cork branch we don’t take our success for granted and our success is never accidental - it is earned through consistency, resilience, and a shared belief in what is possible. As we look ahead, with the momentum behind us and the opportunities that Auto-Enrolment will continue to bring, I am confident the Cork branch will continue to raise the bar in 2026 and beyond. Finally, I would like to wish everyone across the Acorn family continued health, happiness, and success in 2026.
Vivian O’Callaghan BCL QFA RPA Cork Branch Manager
A Record Year for General Insurance by Barry O’Sullivan As we reflect on 2025, it has been a strong and encouraging year for General Insurance, shaped by clear priorities,disciplined execution, and sustained effort across the business. At the outset of the year, our focus was straightforward: to continue growing sales while managing costs carefully and responsibly. I’m pleased to say that we achieved both. Total General Insurance income for the year came in at 103% of target, with the business delivering 18% growth compared to 2024. This performance reflects not one single factor, but consistent work across new business, renewals, and day-to-day operations. New Business continued its positive trajectory, building on the momentum established in previous years. The team delivered further growth during 2025, supported by a clear focus on quality opportunities, disciplined lead management, and strong execution at advisor level. This ongoing improvement reflects the professionalism and commitment of everyone involved in bringing new customers to Ask Acorn. Renewals remained central to our General Insurance performance throughout the year. Income from renewals exceeded expectations and made a significant contribution to overall results, reinforcing the importance of strong customer relationships, timely engagement, and consistent service. The combined strength of new business and renewals ensured a balanced and positive outcome for the year.
Alongside sales performance, 2025 also saw a strong focus on cost management. Costs were broadly in line with expectations throughout the year, which is a significant achievement given our longer-term objective to reduce structural costs and ensure the sustainability of the business. This discipline has strengthened the operating model and provides a solid foundation as we look ahead.I would also like to recognise and congratulate some outstanding individual performances during the year. Aaron Lawlor was named New Business Sales Advisor of the Year, and Deirbhle Lally was awarded Renewal Advisor of the Year. Both Aaron and Deirbhle have won these awards previously, and their continued success reflects a consistently high standard of professionalism, commitment, and delivery. I’m also delighted to welcome Tara McMahon to the winners’ circle as Newcomer of the Year, highlighting the depth of talent coming through across the General Insurance teams. As we move into 2026, General Insurance does so with confidence grounded in delivery. The progress made during 2025 reflects the collective effort of teams across sales, renewals, customer care, and operations, and I would like to thank everyone for their contribution. By continuing to focus on disciplined growth and responsible cost management, we are well positioned to build on the work completed this year.
A Strong Start in Measuring What Matters to Customers It has been an important year in how we understand, measure, and govern customer outcomes across the Acorn Life Group. While delivering strong customer experiences has always been central to how we operate, this year marked a meaningful step forward in putting clearer structure and visibility around what matters most to our customers. One of the most significant developments during the year was the introduction of the Composite Customer Score. This score brings together our existing customer-experience measures into a single, consistent view of customer outcomes across the Group. Up to the end of Q3 2025, the Composite Customer Score (excluding claims) has remained consistently high, recording 8.9 in Q1, 9.4 in Q2, and 9.3 in Q3, out of a maximum score of 10. This level of consistency is important. It demonstrates that strong customer outcomes are being delivered steadily across the year, rather than being driven by isolated results, and it gives confidence that the experience our customers receive is reliable and repeatable. We will be reporting on the Q4 Composite Customer Score in the coming weeks, when claims satisfaction is incorporated for the first time. Based on the underlying customer metrics and performance observed throughout the year, we are not anticipating any material change from the pattern already established. Customer feedback during 2025 was consistent and reassuring. Across both the group, customers most frequently highlighted the professionalism, clarity, and responsiveness of the people they dealt with as the key drivers of positive experiences. Strong advisor engagement and ease of dealing with us were repeatedly referenced, reinforcing the importance of personal service and clear communication.
There was also a clear and expected desire for greater digital access, which aligns with work already underway. Governance remained a key strength throughout the year. Customer outcomes were reviewed regularly through established forums, including the Customer Committee, ensuring appropriate oversight, challenge, and accountability at Group level. Complaint levels remained low, with no systemic issues identified, and learnings from individual cases were used to reinforce good practice and drive targeted improvements where required. This approach ensures that strong customer outcomes are not simply assumed, but actively evidenced and monitored. 2025 was also a key year in preparing for CPC 2025, which represents a significant strengthening of consumer protection standards across the industry. Work is well underway across the Group to embed the new requirements, with a clear focus on securing customers’ interests and informing effectively. This programme aligns closely with the progress already made in customer measurement, governance, and oversight, and reinforces our commitment to fair, transparent, and consistent outcomes for customers. As we look ahead to 2026, the focus will be on building on this strong start - continuing to refine how we measure customer outcomes, deepening insight at product and journey level, and ensuring that governance keeps pace with an evolving regulatory environment. The progress made during 2025 provides a solid foundation for doing so with confidence.
Barry O’Sullivan Chief Operations Officer – Ask Acorn Chief Customer Officer – Acorn Life Group
“The best way to predict the future is to create it.” – Peter Drucker