There Launch of direct to consumer protection brand

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The Challenge

Reliance Mutual has offered affordable insurance products for over a century. They recognised that the protection market was changing, with many consumers now wanting to buy online without the involvement of an IFA. They therefore decided to launch a new online protection brand that was simple, friendly and family-oriented.

The Approach

Focus groups and customer research provided the propositional direction underpinning the new ‘ There’ brand and its website’s creative direction: Control, Affordability, Trust and Simplicity. With a bold and friendly design, the site provides a simple, easy-to-use purchase journey with products described in straight-forward everyday language such as ‘Too Ill to Work Cover’.

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Key points

  • Site offers critical illness and life cover
  • Real-time slider-based quotes
  • Fully responsive mobile-friendly design