AA achieves 75% customer growth with Thrive

Ready for anything

The AA's Driving Instructor Training Academy had thousands of trainee instructors on its books, all working towards becoming franchised instructors. But the process itself was awkward: courses took the form of long, text-based handouts, and qualifying could take anywhere from 18 months to two years to complete.

The team noticed a worrying pattern — people beginning the course but not finishing it, or registering and never even starting. Extended enterprise training across a franchised instructor network needed a platform that could support structured onboarding and employee training consistently at scale. Something needed to change for the Training Academy to fully embody the company's motto, and truly be "ready for anything."

The road to success

To give instructors the best possible start, the AA needed to modernise its courses. Partnering with Thrive, the team combined innovative technology with personalised learning pathways, hosting a diverse range of content via videos, quizzes and PDFs designed to foster a strong sense of community and collaboration. Knowledge management tools gave trainee instructors always-on access to guidance at every stage of qualification.

Trainees now regularly interact with AA-branded content, meaning they feel more connected to the business than ever before. The platform's social-media-like functionality mimics the effortlessness of the apps people already use in their personal lives, encouraging trainees to like, share and comment on the learning materials that matter most to them.

Driving engagement

The AA now offers an effective, enjoyable learning environment that meets current trainee demands and prepares them for future success. The sense of social learning and knowledge sharing the AA set out to achieve has been realised, with 2,222 training resources now hosted on the platform and 501,592 content views recorded and counting.

Analytics dashboards give the team visibility of completion across the instructor network, while consistently high engagement has driven 2,687 likes, 2,851 shares and 8,014 comments on the platform since launch. Mobile access means instructors can learn between lessons from any device, helping deliver 75% customer growth in just 12 months.

The AA has also received a Platinum Feefo Award for outstanding customer service.