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Royal London prepares D2C assault with TV advertising campaign

Royal London is set to launch its first TV advertising campaign in over 10 years as the provider prepares for an assault on the direct-to-consumer market.

In October the mutual insurer confirmed plans to move all of its UK life, pensions and investments businesses under a single brand.

The exercise will take two years in total and will see well known adviser names such as Scottish Life, Bright Grey and Scottish Provident replaced with the Royal London brand.

Royal London has now revealed a new logo (see below) and launched a new website as it prepares for a concerted consumer awareness drive.

Royal London logo 450 x 700

The provider is also launching a new D2C business targeting consumers who do not currently seek regulated financial advice.

Royal London chief executive Phil Loney says: “Next week we launch a new way to buy insurance products from Royal London via our D2C business.   

“Royal London’s insurance business has grown through a single-minded commitment to distribution through financial advisers.  This remains our primary focus but we recognise that there are a number of sections of the population who will never turn to a financial adviser. 

“We think there are several areas where customers are not well-served by the current market for financial services with poor value products or incomprehensible jargon-filled buying processes.”

Loney says the provider wants to become a “famous” household brand through its TV advertising campaign.

He says: “From next Saturday, Royal London will be advertising on TV for the first time in over a decade.

“The aim of the ads is simple – we want to become a household name. We are bringing all of the separate companies that currently operate under Royal London under one unified brand, and we’re aiming to make that brand famous. This is because we think that our customers, and those that advise them, are more likely to accept the recommendation of a high-quality product from a supplier they have heard of.

“As you will see, our website is also something of a first for the industry. It works for all of the audiences we want to communicate with, and it allows customers to access our products and services via their tablet or mobile – giving them content in a way that works for them.”

Royal London launced its online D2C financial planning tool, Moneyvista, in October 2011. It set out plans to offer non-advised savings and protection products last June.

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