Friends Life, launched today, may focus on group markets and simple products.
Launching the brand in London, Trevor Matthews, chief executive of Friends Life, gave an inkling the new brand, comprising Friends Provident and AXA and Bupa's protection arms, may have the group market and simplification in product design in its sights.
Declaring the company had identified what it labels the "coping class", those previously well off who are now feeling the financial squeeze, he said: "Previously one in five who were once comfortable are suffering financially now. This group has a greater propensity to switch providers, a rigid adherence to budget and a flight to simplicity in products.
"In addition, society, politics and demographics are shifting the focus for protection from the state to the individual. As a result we advocate that the work place offers a prime opportunity for imparting education and advice," he added.
The new brand has begun a marketing campaign, initially starting with 48 billboard sites nationally, four fully branded London taxis and partial branding on another 50.
Friends Life is also sponsoring the T20 cricket and it will now be known as Friends Life T20.
This will be followed up with advertising in the national and trade press.
Matthews commented: "This goes beyond appearances such as logos. We live in unprecedented times with seismic shifts changing our market and with the RDR accelerating change.
