Guardian FS: A brand relaunched - Interactive eBook out now

When Guardian announced it was re-entering the protection market towards the end of 2017, it sent ripples across the industry. A far cry from the owl ads of the '90s ('two-eight-two-eight-two-O'), few could have anticipated quite how disruptive this new entrant's critical illness and life proposition would prove to be. ‘Broader, simpler definitions' read the news story on COVER last May, and with it came the unveiling of fresh new concepts such as Payout Planner, Protection Builder and dual life policies which launched officially at the end of the summer. Guardian's brand promise...