Phoenix has revealed plans for the Standard Life brand it bought from Abrdn earlier this year in an acceleration of the strategic partnership the firms originally entered to after the £3.3bn deal Phoenix made for Standard Life Assurance in 2018.
As part of the plans for the brand, Phoenix's bulk annuity purchase and equity release businesses will rebrand to Standard Life, while a range of retail lifetime mortgage products will also fall under the Standard Life Home Finance brand. Phoenix now owns the Standard Life brand and marketing, which means life customers of Standard Life have their end-to-end customer experience managed by Phoenix. A further 60 employees joined Phoenix as part of the deal acceleration earlier this year. Standard Life chief executive Andy Curran said: "Standard Life is one of the most recognised names i...
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