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Revamp for ScotEq&#39s protection

Scottish Equitable Employee Benefits is relaunching the look of its protection menu after finding IFAs wanted a more modern marketing approach.

The flexible benefits package was first launched in November 1999 and comprises a set of group risk benefits targeted at employers with workforces between 50 and 500 employees.

IFAs have access to a self-select menu of benefits, for a fixed cost, comprising combinations of income protection, critical illness and life cover.

Until now SEEB has marketed the menu using the concept of the Masters Family, a caricature-based soap opera family which matched the lifestyle benefits of the products with a variety of individual circumstances.

Research with IFAs carried out by the company found that the Masters Family had become outdated and needed a revamp.

The new design, which uses employees in everyday situations to highlight the importance of “common sense protection” will feature on all supporting literature targeting intermediaries, employers and employees from the end of April. A new range of advertisements will also be launched.

Scottish Equitable Employee Benefits marketing communications manager Alison Ritchie says: “Thanks to the open discussion that formed part of our research, we are confident we have produced a flexible benefits package that meets our customers&#39 expectations and a new range of supporting communication material that is second to none.”


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