Phoenix Group Holdings has changed its name to Standard Life and from today is listed on the London Stock Exchange under the ticker of SDLF.
The Phoenix Group bought the Standard Life brand in 2022, and it said today’s move recognises the progress made in recent years to simplify the business and enable the group’s vision to be the leading retirement savings and income business.
Customer brands within the group, including SunLife, Phoenix Life and ReAssure, will continue to operate as normal.
To mark the change, Standard Life, which manages £300bn in assets for 12 million customers, has set a new target to help 3 million more customers over the next decade take action towards a better retirement.
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To meet this commitment, the group will provide support and solutions designed to ensure more people are on track for sufficient pension savings and more are financially secure in later life.
“Our purpose is helping people secure a life of possibilities, and I am proud to announce our new target, which embodies our belief that everyone’s journey to and through retirement can be better,” said Andy Briggs, CEO at Standard Life.
“Over the next 10 years, we will help 3 million more customers take action to achieve better retirement outcomes.”
To support this, Standard Life has launched what it calls its most significant brand campaign in over a decade — a national, multi‑channel initiative titled “For the life we live”.
The campaign will run across TV, radio, newsprint, digital and social, the campaign aims to prompt greater engagement in how people plan, save and make decisions for later life.
