Video presentation
ICMIF Brand and Marketing Forum
Member ownership and mutuality are powerful differentiators but can be difficult to explain clearly to customers. ICMIF member Royal London (UK) has introduced a refreshed brand positioning, Royal London works for you, to make its customer-owned difference clearer, more relevant and more compelling.
This presentation explores how mutual and cooperative insurers can communicate customer ownership in a way that is meaningful and easy to understand.
Royal London is the UK’s largest customer-owned pensions and investment company, serving more than 8.5 million customers, with GBP 199 billion in assets under management and more than 5,000 colleagues. In 2026, it shared GBP 199 million of profits with 2.4 million eligible customers.
The refresh began in 2025 from a position of strength, but Royal London wanted to increase awareness of customer ownership and make its benefits more tangible. Research showed that customers wanted to understand the personal benefit of choosing a customer-owned organisation, without negative comparisons to shareholder-owned competitors.
Royal London Works for You was developed as a direct, active statement: Royal London works on behalf of its customers, and its customer-owned model works for them. The external…
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