Royal London launched a new brand positioning and campaign on Friday highlighting its customer‑owned model.
It comes as competition intensifies across the UK pensions and investment market, where trust and differentiation have become key drivers for growth.
Susie Logan, group chief marketing officer at Royal London, said the campaign marked a major shift in how the business presented itself.
She said: “This marks an important moment in how we show up as Royal London – a clearer, stronger expression of who we are and what makes us different.”
Logan added that customer ownership remained central to the company’s identity. “A big part of what makes us special is that we’re customer owned.
“When people understand that, trust and connection grows. ‘Works for you’ brings customer ownership to life in a way that is simple and powerful, as well as delivering a double meaning which highlights that we offer valuable solutions,” she said.
The campaign features a 30‑second hero film portraying customers as the company’s “bosses”, reversing traditional corporate roles to emphasise the firm’s customer‑first approach. A second film focuses on pension transfers, again placing customers in executive settings to reinforce the brand message.
Logan said: “It’s more than a strapline. It’s how we run our business and the decisions we make every day. And as we continue to grow, it gives people a clear, compelling reason to choose Royal London.”
Royal London said the campaign would run across TV, radio, outdoor, social and digital channels, supported by photography that positions everyday customers in authoritative corporate scenes.
The launch comes as UK pension providers face rising scrutiny over fees, transparency and long‑term value, with consumer trust remaining a key challenge across the sector. Royal London, which manages more than £150 billion in assets, has been expanding its digital services and product range as competition from both traditional insurers and fintech challengers increases.
TV and social activity began today, with print and digital outdoor advertising scheduled to follow from 15 June.