Into the ashes: An in-depth look at Phoenix and Standard Life

Brand review

clock • 10 min read

Phoenix Group recently hit the headlines with the acquisition of the historic Standard Life brand in the latest deal to shake up the life company arena. Many industry experts were surprised by the move, so what can we expect to see next from this firm that traditionally operates closed books?

The latest strategic manoeuvre by traditionally low-profile and closed book consolidator Phoenix Group has ignited considerable interest in the financial services industry after the announcement of a "simplification and extension" of its strategic partnership with Standard Life Aberdeen (SLA). By agreeing to sell the historic Standard Life brand to the insurer, the door is now open to a potentially dramatic shift towards a new business product range and an overarching stated ambition to become a "market leader". But this will require a different, much more outward looking culture with...

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