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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.

Last October, the mutual insurer confirmed plans to move all its UK life, pensions and investments businesses under a single brand. The exercise will take two years and see well-known adviser names such as Scottish Life, Bright Grey and Scottish Provident replaced with the Royal London brand.

This week, Royal London revealed a new logo and unveiled a new website ahead of a concerted consumer awareness drive.

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

Royal London chief executive Phil Loney says: “Next week we will 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 advisers. 

“This remains our primary focus but we recognise there are sections of the population who will never turn to an 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.”


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