Phoenix rolls out Standard Life brand across products

Phoenix Group's offices in Lothian Road, Edinburgh

Closed life and pension fund consolidator Phoenix Group Holdings plc, owner of the “old” Standard Life Assurance, has announced a programme of investment in the iconic Standard Life brand.

“The purchase of the Standard Life brand in May 2021 from abrdn is strategically important to Phoenix Group as it pursues a growth strategy that will see Standard Life increase its presence in a number of key markets – workplace pensions, bulk purchase annuities, lifetime mortgages and retail savings …” said Phoenix.

“In recognition of the brand’s profile and strength, the Phoenix Bulk Purchase Annuity (BPA) business, and equity release business, will align under the Standard Life brand.

“In addition, a range of retail Lifetime Mortgage products will be marketed through Standard Life Home Finance, as part of a strategic agreement with Key Group.

“Standard Life will also be playing its role in addressing some of the biggest challenges of our time and this includes climate change.

“As part of Phoenix Group, which has sustainability embedded throughout its businesses, Standard Life is among those leading the way in setting interim targets to ensure its investment portfolios achieve net zero carbon by 2050.

“Phoenix Group recently announced 2025 and 2030 interim targets as part of its roadmap to net zero by 2050.

“This will see the carbon emissions of £250bn AUA reducing by at least 50% by 2030.

“The look and feel of the Standard Life brand is changing too.

“A series of subtle changes in brand style are being introduced following extensive research with customers, with an initial brand refresh focusing on modernising the visual identity and tone of voice, and improving digital accessibility.

“With further investment planned for the Standard Life brand, the ambition is to be at the forefront of retirement saving in the UK through product and service innovation, and a commitment to helping all customers live a life of possibilities.”

Standard Life CEO Andy Curran said: “Standard Life is one of the most recognised names in life and pensions and we have ambitious investment plans built on its great heritage.

“With the capital and financial strength of Phoenix Group, and Standard Life’s extensive expertise in pensions and retirement, our ambition is to create an even more customer centric business with sustainability at its core.

“Accelerating our proposition innovation is central to this investment, from delivering better retirement income solutions using the strength of our group balance sheet to further harnessing data and digital technology to provide more timely and relevant information to customers.

“The investment we are making in our propositions and digital channels will allow us to deliver broader retirement options and make Standard Life relevant to even more customers and advisers now and in the years to come.”

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Mark McSherry
Dalriada Media LLC sites are edited by veteran news journalist Mark McSherry, a former staff editor and reporter with Reuters, Bloomberg and major newspapers including the South China Morning Post, London's Sunday Times and The Scotsman. McSherry's journalism has also appeared in The Washington Post, The Guardian, The Independent, The New York Times, London's Evening Standard and Forbes. McSherry is also a professor of journalism and communication arts in universities and colleges in New York City. Scottish-born McSherry has an MBA from the University of Edinburgh and a Certificate in Global Affairs from New York University.