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Just Retirement and Partnership unveil branding following merger

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JRP Group, formed after the merger of Just Retirement Group and Partnership Assurance last year, is changing its name to Just.

The new branding will be rolled out across the group in stages, starting this month with all “individually underwritten retirement income solutions” at the firm.

The company is listed on the London Stock Exchange as JRP Group and can table recommendations to change this at its annual general meeting in May, should it wish.

In a statement, Just outlines some of the initiatives it plans to focus on, including working with partners to help them support vulnerable customers in later life and working with the Plain English Campaign to simplify customer communication.

Group chief executive Rodney Cook says: “Following the merger, a huge amount of work has been undertaken to develop a brand which not only represents the expertise, knowledge and vision of both businesses but highlights our commitment to consumers and our business partners. We are here to help people get the most out of their retirement by providing market leading products, services and making choices easier to understand and decisions more straightforward.”

He adds: “We are proud to be a company with a social purpose at its heart and believe that our new brand will provide the ideal platform on which to realise our ambitious plans to help millions of people with the challenges of later life. Retirement means something different to each person and by recognising this we can help more people achieve a fair, secure and fulfilling retirement.”

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Comments

There are 14 comments at the moment, we would love to hear your opinion too.

  1. Nicholas Pleasure 16th January 2017 at 9:40 am

    Just Awful.

    Clients buying care and annuity products are investing tens, sometimes hundreds of thousands of pounds. Are you certain that they will want to do that with a company that has branding similar to a local pre-school. No doubt your letters will be written in MS Comic Sans.

    Are you sure you have got this right?

  2. I love this. It’s so nice to see something a bit different and that recognises that not everyone wears a grey suit.

  3. Looks like a Student Union bar sign. Not exactly targeted at the demographic in question I’d suggest……

  4. Christine Brightwell 16th January 2017 at 2:28 pm

    Just – by the skin of our teeth
    Just – hanging on by fingertips
    hmmm

  5. Brilliant fully agree with MC 10.25 – Thinking out of the Box – Fully appreciate that some of the more conservative brokers may not like it – You could say they have just woke up and “smelt” the coffee and the rest of the market will follow

  6. How long did it take how many people to come up with Just? Wouldn’t Retirement Partnership have been rather better?

    • Julian – dull dull dull idea. I think “Just” is fantastic. Simple and to the point. We need a financial services brand that fair and stands up for consumers. Well done to the Just team!

  7. Love the branding. It’s about time the annuity market in the UK saw a disruptive brand with a solid ethical message! Bravo!!

  8. Admiral ambitions and something of a breathe of fresh air. I shall look forward to seeing what comes next.

  9. Finch and I approve

  10. Just what?

  11. Just outside the pink box….

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