Two best friends. One incredible mission. The story of Blue Light Card.

Now that Blue Light Card has welcomed Australia into its global community, co-founders Tom Dalby and Steve Denny reflect on what the business has achieved over the past 14 years – and what it means to them and millions of frontline workers to be here.

Blue Light Card, the discount service exclusively for frontline workers and emergency services volunteers, launched in the UK in 2008. But its origins started much earlier, when two eight-year-old boys became best mates.

The seed of an idea

Steve Denny and Tom Dalby met at primary school, and quickly bonded “We delivered newspapers and did other odd jobs. Even at that age we knew we wanted to work together,” remembers Steve.

After high school the boys went in different directions – Tom to university and then work, Steve into the police force – but they stayed close. It was in a session at the gym that the seed for Blue Light Card was planted.

As a police officer Steve had seen 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” he explains.

Tom understood the public’s need to show support for the officers 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.”

And it isn’t just police officers who do a tough job. Tom and Steve were inspired by what Blue Light Card could mean to more people, and they were motivated by their own personal experiences to include the wider frontline and first responder services.

“When we had complications with our first child the hospital staff were absolutely incredible” recalls Steve. “I don’t even know how they did it, but it was amazing to watch. And everyone will need that kind of help sometimes – hopefully not often, but sometimes. So, we knew first-hand why people wanted to give back and say thank you. But there was no way to do that. Blue Light Card was the answer.”

Making a difference every day

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.

Fast forward to 2023, the UK business has 3.2 million members, partners with some of the biggest global brands and saved frontline members over £250 million last year. In the UK and Australia, members can access exclusive, best-in-market discounts and offers from top brands and local businesses.

While the organisation has changed and grown, the mission stays the same: a commitment to do more for the frontline workers Blue Light Card is here to support, by helping them save money.

Blue Light Card in Australia

When it came to expanding Blue Light Card, Tom and Steve say Australia was the obvious choice.

“There’s a clear allegiance between the UK and Australia – apart from when it comes to cricket,” smiles Tom. “In all seriousness though, impacts of the bushfires, floods and the pandemic have called all Australian frontline workers and volunteers to action in recent years. The community wants to give back and show gratitude for what the SES volunteers, nurses, firefighters, paramedics and others have done, and are still doing. Blue Light Card makes that possible.”

It’s why General Manager, Tracey Duff, is so proud to lead Blue Light Card in Australia: “To know that each day I come to work, I get to help thousands of frontline workers and their families just as they have helped us so many times is the most amazing feeling. I am so grateful to be a part of a company with such an important purpose.”

“Blue Light Card isn’t just a job to us, and the people who work with us would all say the same,” Tom continues. “We wouldn’t have gotten to where we are today, including launching in Australia, without our incredible team. They share our vision and believe in what we’re doing for members.”

Blue Light Card launch partnership with Starbucks 2021