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R&SA keeps More Than brand away from IFA channel

Royal & Sun Alliance has launched its new direct service with a new brand name, which is aimed at keeping it separate from its intermediary channel.

The new More Than brand brings together under one operation RSA&#39s direct offerings across its product range, from healthcare, life and investments to general insurance. Pensions are not currently available but are not being ruled out.

R&SA says its intermediary channel will not be affected by More Than and will now operate as a separate business. Intermediaries account for 80 per cent of the company&#39s sales.

The life office is investing £20m on a marketing campaign until the end of the year and has spent £20m in improving its front and back-office systems. Direct customers can access More Than through phone and internet channels.

R&SA is reviewing its whole life business but says More Than will continue to sell life and investment products irrespective of the review.

R&SA spokesman Mike Wallwork says: “This does not detract from our offering to IFAs. Approximately 80 per cent of our business is written through intermediaries and our focus and support remains with them.

“The new brand actually provides a point of distinction between the direct and the intermediary channel. We are a large composite insurer and people expect us to have different channels.”

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