Royal London is rolling out refreshed anniversary emails to protection customers as insurers continue focusing on long-term engagement and ongoing customer outcomes under Consumer Duty and the FCA’s protection market review.
The insurer said around one million protection customers will receive the updated communications during 2026, with the rollout already underway for income protection policyholders ahead of a wider expansion across additional product lines later this year.
The annual emails are designed to provide customers with clearer support, improve understanding of their protection arrangements and strengthen links back to their financial adviser.
Royal London said the refreshed communications will signpost customers towards its “My Royal London” portal, highlight its Helping Hand support service, answer common product questions and encourage customers to review their protection needs with their adviser.
CUSTOMER ENGAGEMENT
The move comes as insurers and advisers place increasing emphasis on ongoing servicing, customer engagement and ensuring protection policies continue meeting client needs throughout the life of the policy.
Royal London said the updated communications are intended to create more opportunities for advisers to reconnect with clients while helping improve long-term financial resilience among customers.
NEW CHAPTER
Fi Wynn (main picture, inset), head of protection proposition at Royal London, said: “Our refreshed anniversary emails mark a new chapter in how we support protection customers, offering clear guidance and meaningful help for both advisers and their clients. We want every interaction to add value and help customers feel confident about their financial wellbeing.
“Annual communications also align with the FCA’s Pure Protection Market Study, creating an important engagement point to help ensure policies continue to meet customers’ needs and support efforts to close the protection gap.”
SUPPORTING ADVISERS
Roy McLoughlin, board member at the Protection Distribution Group, added: “This is a strong move from Royal London. Regular, well-designed touchpoints like this are exactly what’s needed to keep protection front of mind and ensure customers stay engaged with their plans.
“What stands out is the signposting back to the client’s adviser and the clarity and focus on real value.
“It’s a great example of supporting advisers in delivering better ongoing outcomes. Equally, initiatives like this help raise standards across the market and we fully support the direction Royal London is taking here.”
