more2life Service Campaign

Moreish Marketing Shortlist Badge for Most Effective Use of a Small Budget at the Financial Services Forum 2023
Moreish Marketing Shortlist Badge for Most Effective Brand Strategy at the Financial Services Forum 2023

We’re chuffed to share this project has been shortlisted for Most Effective Use of a Small Budget (> £100k expenditure)’ and ‘Most Effective Brand Strategy Small Company (Up to 250 Employees)’ at the FSF 2023!

The challenge

The equity release industry had been struggling over the year to keep up with high volumes of cases, resulting in a lack of trust from advisers.
With more2life being the biggest lender in the market, our challenge was to position them as the lender of choice by showing advisers that we’re listening to their feedback, and implementing changes to continually and consistently support them.

Moreish approach

We collaborated with more2life to create and send out an adviser survey so we could identify pain points our audience had. Using the results (and with more2life making any further internal changes), we developed the campaign copy and messaging that focused on more2life’s pillars: investing in people, products and technology.

We organised a second photoshoot, following the secret agent theme that connected with previous campaigns. However, to refresh the brand look, we used different brand-coloured textured backgrounds with the more2life brand curve to produce various assets including press adverts, social media posts and email banners.

The new brand identity was also launched across their website – with new imagery and visual style, with advisers at the heart of the messaging. The structure of the website was polished to bring out their three main pillars in their navigation, including a new meet-the-team page to add warmth to the brand. With the enhanced UX, we aimed to make it simple, easy and engaging for advisers to use the website.

The results

The campaign’s results exceeded our expectations and addressed the initial challenges:

  • Commercial results: more2life achieved an increase in market share from 21.5% in H1 2022 to 31.3% in Q1 2023. They also moved up to the #1 position for service levels in the H2 2022 adviser temperature check. Lending volumes saw a significant uplift of 17% in Q4 2022 compared to Q1 2022.
  • Marketing results: Website traffic increased by 61%, with a 25% uplift in total sessions and a 20% increase in page views. Emails experienced a 4% uplift in average open rate and a substantial 69% increase in total clicks.