Following intermediary and consumer testing, the brand was developed to represent the knowledge, expertise and vision of these two award-winning businesses. Just – with its distinctive colour pallet and easy to read script - differentiates itself from other financial services brands by placing social purpose at its heart with a commitment to help the many millions of people who are facing challenges in later life.
Having already helped 500,000 people achieve an improved retirement, Just will focus on practical initiatives including working with expert partners to help them support vulnerable customers in later life and working with Plain English Campaign to simplify the way we communicate with customers.
The Just brand will be rolled out across the group in a phased approach starting with individually underwritten retirement income solutions in January. The company will continue to trade on the London Stock Exchange as JRP Group (ticker code – JRP).
Rodney Cook, Group Chief Executive, said: “Following the merger, a huge amount of work has been undertaken to develop a brand which not only represents the expertise, knowledge and vision of both businesses but highlights our commitment to consumers and our business partners. We are here to help people get the most out of their retirement by providing market leading products, services and making choices easier to understand and decisions more straightforward.
“We are proud to be a company with a social purpose at its heart and believe that our new brand will provide the ideal platform on which to realise our ambitious plans to help millions of people with the challenges of later life. Retirement means something different to each person and by recognising this we can help more people achieve a fair, secure and fulfilling retirement.”
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