The over 50s insurance provider has launched its first ever TV advertising campaign with the aim of dispelling stereotypes that over 50s experience.
Better with Age recognises that over 50s are active and experienced, and want to deal with an insurance provider who listens to their needs and gives them choices about their cover.
The campaign, which also highlights the firm’s recent rebrand, features three over 50s case studies talking about their experiences after the age of 50.
It will air for the first time on September 1 and will run for two months.
RIAS head of brand management Leigh Calton says: “Our new TV ad is the start of an exciting new journey for RIAS, and supports our ambition of becoming the first choice financial services retailer for the over 50s.”