Service is king?

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At last, Bright Grey has launched. After months of talking, we are finally seeing some action. The C...

At last, Bright Grey has launched. After months of talking, we are finally seeing some action. The Cover team has followed the development of Royal London's protection arm closely over the past year. It is encouraging to see, despite the setback of missing its initial launch date at the end of last summer, it is all systems go. Well, some of them at least.

It seems Bright Grey has learnt from its mistakes with the delays last year and is determined not to make promises it cannot keep. Instead of launching to the whole market, the provider is gradually rolling out products via industry portals to help control demand and ensure systems do not overheat.

It must have been tempting for Bright Grey to launch with a bang, to grab the attention of advisers and take the market by storm. However, the provider has put so much emphasis on the impressive levels of service it will offer, it makes sense to take the steady but sure approach. The last thing Bright Grey or its customers want are delays due to crashing systems.

The provider has made it clear that although its product ' an individual menu plan ' will have some innovative features, its offering is neither product nor price-driven. It is quick turnarounds and better customer service that will give it the edge over rivals.

New technology may just be able to deliver the goods. Longer application forms to maximise clean submissions could also work ' as long as advisers do not mind collating the extra information. At the end of the day, the number of advisers who return to do business will measure Bright Grey's success. Let us hope all the hard work pays off.

Kirstie Redford, editor



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