UK Volume 21 Superbrands UK Annual Vol.21 For more than 150 years, Royal London has been committed to improving people’s lives in the UK. Offering products and services across pensions, protection and wealth management , it continues to develop and innovate to help people navigate life’s challenges , as well as plan for the future Market Royal London is a purpose-led business that aims to always put the needs of its customers first whilst starting to positively impact society. It is the UK’s largest mutual life insurance, pensions and investment company, with assets under management of £139bn, 8.6 million policies in force and 4,348 employees (figures quoted are as at 30 June 2020). Operating in both the UK and Ireland, Royal London offers award-winning products and services to help its customers protect today and invest in tomorrow. Putting its customers first is in Royal London’s DNA. As a mutual, it is customer-owned and Royal London’s people are also members of the organisation. As members, its people work solely for the benefit of other customers and members to secure a better financial future for its customers, their families and their communities. Product A focus for Royal London is to improve access to products, challenging industry practice and improving customer outcomes and one example of this is the Diabetes Life Cover product. Royal London identified that people with diabetes can often struggle to find competitively priced life insurance and so it designed cover especially for them. The specialist cover, available through independent financial advisers, makes it easier for people with diabetes to secure life assurance and rewards them with lower premiums for better management of their condition. Royal London also sells life insurance products directly to consumers who can’t access or don’t want financial advice. Its Over 50s life insurance policy covers the whole of the customer’s life and pays a lump sum when death occurs. Royal London offers its Over 50s guaranteed acceptance with no medical for UK residents aged 50-80 years old. Believing good protection is about more than just money, all protection plans bought through an independent financial adviser come with Helping Hand. This is a comprehensive support service, provided by third parties. It gives customers access to tailored and personal support, such as a dedicated nurse should they experience illness, injury or bereavement and is available from day one of a customer’s plan. Achievements Royal London has been recognised with a clutch of recent awards including Best Pension Provider 2019 by Money Marketing and Best Online Services 2019 by the Cover Customer Care Awards. In the Financial Adviser Service Awards, Royal London was Company of the Year 2019 for the second consecutive year and Royal London Asset Management (RLAM) has also received a five star rating, for the fourth consecutive year in the same awards. In addition, Royal London’s Over 50 Life Insurance has a five Star Rating for features and benefits from Defaqto (Source: Rated by Defaqto for features and benefits, July 2020). Recent Developments As a purpose-led organisation and brand, Royal London is building increasingly strong and meaningful relationships with its customers. It has developed a social impact strategy, after extensive people engagement and research, both internally and externally with its customers and other partners. Royal London is fully committed to creating positive change, encompassing its relationship with colleagues, customers and communities, as well as wider society and the environment. There are three themes at the core of its social impact agenda where Royal London’s specialist expertise enables it to make a real difference. These are – building financial resilience; taking on the long-term savings challenge; and strengthening responsible business. During 2019, Royal London developed 10 commitments, each linked to one of the social impact themes and relevant to specific aspects of its business. The 10 commitments outline what Royal London is doing to make progress against its social impact agenda and how it plans to make a positive difference. Promotion Royal London is one of the largest TV advertisers in the country promoting its brand, products and services*. Another way in which it communicates with its audience is by producing informative documents, such as its Good With Your Money Guides. The guides aim to help people increase their financial knowledge about pensions, life insurance and more. Sponsorship is also key, Royal London has sponsored the England and Wales Cricket Board since 2014. It is proud to help bring one day cricket to players and fans at an international and domestic level. The brand’s multi-year deal makes it title Royal London’s two founders were in their early 20s when they left their jobs to start Royal London DID YOU KNOW?