Royal London

The Challenge

Royal London is the UK’s largest mutual life, pensions, and investments company, with a commitment to act and invest responsibly.

This means influencing companies on behalf of customers on various social and environmental issues. The focus is to understand customers’ awareness and knowledge of ESG, and ways they might improve their engagement with it.

Our approach

New customer relationship insight, incorporating ‘Magnetism’ Building Block with a focus on ethics and social purpose.

The Loyalty Framework has engaged stakeholders to remain switched on to customer engagement with ESG.

The outcome

New insight allows Royal London to identify groups where awareness of activity is low, with recommendations for new customer engagement supported by channel-specific marketing.

Presented across the organisation, this additional understanding of customers has informed a new strategy to build even closer relationships to drive long-term loyalty.