Phoenix Group revamps branding to reflect shift away from closed-book consolidator

New logo and tagline

Jenna Brown
clock • 2 min read

Phoenix Group has redesigned its logo and branding to reflect the company's shift away from traditional closed-book consolidator and better engage with its target audience.

The long-term savings and retirement business, one of the UK's largest with 13 million customers, said it had moved on from its closed-book consolidator roots and now had growing consumer brands. Its brands, such as Standard Life and SunLife, will now feature "part of Phoenix Group" on marketing to make the connection clear. The changes will be rolled out across the group in the coming months. It bought the Standard Life insurance business from abrdn (then Aberdeen Standard Life) in 2018, adding its branding in 2021. Into the ashes: An in-depth look at Phoenix and Standard Life ...

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