Liverpool Victoria is the UK’s largest friendly society, a unique kind of mutual financial services organisation.
For 165 years they had helped people find freedom from financial worry and had attracted 2.5m customers and had £8bn of assets under management. Yet despite being a top 20 spender on direct marketing, spontaneous awareness of the brand was very low at 3%. In fact they described themselves as ‘the best kept secret in financial services’. Our task was to rejuvenate the brand and help it become a truly differentiated provider of financial services and advice.
We conducted research and workshops with stakeholders across the breadth of Liverpool Victoria’s business. From these, we redefined Liverpool Victoria’s mission as Delivering true wealth for the many; in essence, liberating their members and customers from daily financial worries and enabling them to enjoy the important things in life. To deliver this in a unique and competitive way, Liverpool Victoria had to behave like a mutual but perform like a plc, an idea we expressed as Sharp with a heart. We then articulated what this would mean in both a practical and emotional way.