The Exeter has said last year's rebrand increased new business by almost 20% compared to the first three quarters of the year.
The Exeter has said last year's rebrand increased new business by almost 20% compared to the first three quarters of the previous year.
The insurer also said it experienced over 8 times as many page-views on its rebranded website by double the amount of visitors compared to usual.
Formally known as Exeter Family Friendly, the insurer rebranded on October 1st 2015 and made changes to its Pure Protection plan.
Simon Philp, director of distribution and marketing at The Exeter [pictured] said: "We're delighted that our new brand and the changes we've made to our income protection range have been so well received.
"The launch of The Exeter was about more than just a lick of paint, it was about a simpler and faster way to do business, so we're pleased that advisers share our enthusiasm.'"
Last October, Philp had told COVER that the insurer was changing its focus to become a "challenger brand."
He added: "We're hugely positive that we can keep up this momentum and continue our growth in 2016."
Adviser views
Robert Harvey, independent protection adviser at Drewberry Insurance said: "It's positive that they're looking to become a big player in protection as their proposition is a good one and they're not known to many members of the public as they specialise in protection rather than General Insurance.
"For us, I would say business has remained fairly steady regardless of the change of branding and we have always been keen to place customers with them - Income One is a policy we have placed a lot of clients with.
"I would say that The Exeter offer three very good protection policies and haven't changed anything dramatically in terms of their proposition, they haven't needed to [massively] revamp their policies.
"But if they get a bit more exposure that's a good thing. I think the rebrand is a secondary issue, [the thing that's important to me is] that they are a good provider with good pay-out rates. We are concerned with what their product looks like rather than anything else. Hopefully if more people know about them, more people will have IP."
Garry Webb, mortgage and protection consultant, head of operations at Roxburgh Financial Management said: "We specialise in protection (IP specifically) and do use The Exeter range products along with other Friendlies and main stream providers.
"I think their advertising as part of the re-brand along with the changes to their products and special offers, has probably contributed to a greater awareness amongst clients of Income Protection in general.
"This may have had more of a local effect than nationally as we have not had clients referring to The Exeter directly as part of their enquiry.
"At the end of the day, anything that providers and consultants can do to raise client awareness and interest in this most important of products has to be a good thing."
Further Reading
Exeter Family Friendly to rebrand
