Middle ground signals brand progress from Royal Liver

The firm has a strong image as a traditional life insurance company, but development of a new company with innovative ideas and simplicity at its core would mean creating a brand which could link the two. In the early days of development, much of the work conducted on the creation of the company was research into the existing market. Work to analyse and research over 500 product features to launch the mortgage protection menu - looking at what is already offered, how, why and what is needed in all aspects of offering protection products - took the best part of six months and began in th...