Friends Life begins official roll out

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 simplic...