Royal London refreshes anniversary emails to strengthen protection customer engagement

• Refreshed annual emails give customers clearer support and keep advisers front of mind
• Around one million protection customers will receive the new communications during 2026
   

Royal London has refreshed its anniversary emails for protection customers giving them clearer, more helpful information and strengthening ongoing engagement with their adviser.

Around one million protection customers will receive the enhanced anniversary emails during 2026. The rollout is already under way for Income Protection customers with a second phase starting in early June and remaining product lines planned for later in 2026.

The updated communications will be sent annually to mark the anniversary of customers’ protection plans. The emails are designed to keep customers informed, supported and connected with their adviser throughout the year.

They signpost the ‘My Royal London’ customer portal, making it easier to manage plans online, highlight the Helping Hand support service, offering personalised help when it’s needed most, answer common questions about protection products, and include a clear call to action, encouraging customers to contact their adviser for tailored support.

For advisers, the refreshed emails create more opportunities to reconnect with clients and support long‑term financial resilience. For customers, they provide timely reassurance and clear information to help them review whether their protection still meets their needs.

Fi Wynn, 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.”

Roy McLoughlin, Protection Distribution Group (PDG) Board Member, said:

“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.”