Subscriber Exclusive 
‘Known, trusted, loved’: Why retirement firm Phoenix is aligning under the Standard Life brand
With Standard Life performing better than both Phoenix and the market on average across almost all measures, the group is investing heavily in the brand in a bid to enhance its customer-focused credentials.
Long-term savings and retirement firm Phoenix Group is on a mission to grow its consumer-facing business and simplify its model, an ambition which has seen a large part of the business absorbed into the recently acquired Standard Life business.
