Mail & Door Drops

For advisers on a mission
more2life
Issue 57 | March 2021
Background
Prior to the campaign more2life were the third largest equity release provider in the UK - their products can only be sold via financial advice (as a legal requirement for all equity release products). Market opportunity The equity release market is expected to continue to grow rapidly with over 55s making up 30% of the UK population, increased life expectancy, more active lifestyles in retirement and decreasing pension pots. Brand challenge Financial advice is the only way consumers can access this market. And pre-campaign research with financial advisers showed that more2life had much lower brand affinity vs. the market leaders Aviva and Legal & General (the specific brand affinity scores are confidential). Key market data insights more2life have arguably the best and widest ranging products on the market – but this was not reflected in their share of market ? The market talks the language of ‘safety’ and ‘trust’ and is consumer focussed – it does not encourage excitement and confidence around the opportunity for advisers ? Competitor research showed a gap for a lender to position themselves alongside advisersThis article is for Directory subscribers only
Login
Submit Your Work
Send us your work for the next issue of Directory using our submissions form
Share
People Also Read
- A Table To End Hunger
Issue 43, June 2017 - Plastic Fishing Tournament
Issue 60, September 2021 - Audio Annual Report
Issue 16, September 2010 - Night Light
Issue 30, March 2014 - DNA Discounts
Issue 50, March 2019 - Our Flavour Has No Race
Issue 50, March 2019 - #BADDERABBEEK (IWillTeachYouALesson)
Issue 50, March 2019 - Our Christmas Gift To The Planet: Digital Wrapping Paper
Issue 54, March 2020 - What’s the point of agencies?
Issue 57, December 2020 - Mr Humfreez
Issue 57, December 2020