British Friendly Brand Refresh

The challenge

British Friendly’s Income Protection offer had evolved – but perception hadn’t.

The brand was still seen as a niche provider for harder-to-insure occupations, limiting its appeal with a broader adviser audience.

At the same time, advisers faced frustration with slow underwriting across the market and needed solutions that were easier to recommend to a wider range of clients.

British Friendly needed to reposition its Income Protection proposition, making it more relevant, more accessible, and easier for advisers to sell.

The approach

We developed a clear messaging platform to reframe Income Protection around flexibility, speed and inclusivity.

At the heart of it was a simple idea:

“Today’s workforce. Flexibly covered.”

We shifted the narrative from niche to mainstream – showing how the product adapts to different jobs, incomes and budgets.

Creatively, we evolved the brand’s visual identity to better reflect this flexibility. A more refined, contemporary line-drawing style was introduced – moving away from dated illustrations to something more sophisticated and distinctive.

These illustrations were designed to flex and adapt across different scenarios, mirroring the product itself. They allowed us to represent a wide range of modern working lives in a simple, human and scalable way, reinforcing the idea that British Friendly’s protection adapts to the needs of society and its clients.

Combined with clearer, more confident messaging and a more considered visual tone, this created a proposition that feels both more modern and more relevant to today’s adviser audience.

The results

This work establishes a new platform for launching British Friendly’s Income Protection proposition.

• Clearer, broader positioning beyond niche audiences
• A more modern, flexible and distinctive brand expression
• Stronger alignment with adviser needs and frustrations
• A consistent messaging and creative framework ready for rollout

With campaigns now going live, British Friendly is better positioned to engage a wider audience and support future growth in Income Protection.

Ready to reposition your financial services proposition? Talk to Moreish – a financial services marketing agency that turns complex products into compelling adviser narratives.