What is Sales and Marketing Strategy of Legal & General Group Company?

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What is the sales and marketing strategy of Legal & General Group?

Legal & General Group's strategy has evolved significantly, now focusing on private markets for societal benefit and sustainable growth. The launch of the L&G Private Markets Access Fund in July 2024 exemplifies this shift, offering pension members diverse private market exposure.

This initiative not only expanded investment options for its 5.2 million DC members but also highlighted the company's dedication to addressing long-term societal needs, merging financial returns with positive social impact.

Legal & General's sales and marketing strategy is now guided by a vision of a 'growing, simpler, better-connected L&G,' aiming for sustainable expansion, a more focused approach, and improved returns. This strategy encompasses how the company delivers its offerings, the marketing methods it utilizes, its brand positioning, and the influence of its recent campaigns, including initiatives like the Legal & General Group BCG Matrix.

Legal & General employs a diverse sales channel strategy, integrating direct engagement, digital platforms, and strategic alliances to serve its broad customer base. This multi-channel approach is central to its overall business strategy, ensuring wide market reach and effective product distribution.

Direct Sales and Institutional Engagement

Dedicated sales teams are crucial for securing significant institutional deals, particularly in pension risk transfer (PRT). In the first half of 2024, the company achieved £1.543 billion in global PRT, with a robust pipeline indicating the effectiveness of this direct approach.

Digital Platform for Retail Customers

The company website acts as a primary digital hub for individual customers, offering access to a range of financial products and self-service resources. This digital channel supports direct-to-consumer engagement and enhances operational efficiency.

Strategic Partnerships and Asset Management Integration

Leveraging its asset management arm, the company creates valuable pipelines for its other businesses. Over the last three years, 81% of UK PRT new business premiums originated from Asset Management clients, showcasing the power of integrated offerings.

Expansion Through Key Collaborations

Strategic alliances, such as the July 2025 agreement with Blackstone, enhance access to diverse assets and facilitate the development of new credit propositions. This collaboration strengthens its market position in PRT and addresses growing product demand.

Key Sales Channel Drivers

The company's sales and marketing strategy is built on a foundation of direct client relationships, robust digital infrastructure, and strategic partnerships. These elements work in synergy to drive customer acquisition and market penetration.

• Direct sales teams for institutional clients, securing significant PRT deals.
• Company website as a central digital platform for retail customers.
• Strategic partnerships, particularly with asset management, driving business pipelines.
• Collaborations with firms like Blackstone to expand investment capabilities and product offerings.
• Focus on growing private markets AUM, targeting £85 billion by 2028.

The company's approach to marketing its financial products involves a deep understanding of customer segmentation and a commitment to digital marketing efforts. This ensures that its promotional activities for financial services resonate with target audiences, supporting its overall Legal & General business strategy. The effectiveness of these tactics is evident in its consistent performance and market leadership, a topic also explored in the Competitors Landscape of Legal & General Group.

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Legal & General employs a multifaceted marketing strategy, blending digital and traditional methods to engage a broad audience across its financial services. The company prioritizes transparency and information dissemination, particularly for its financially literate stakeholders.

Digital Content and Reporting

Content marketing is a cornerstone, with detailed financial reports, annual accounts, and investor presentations readily available online. The 'Reporting hub' serves as a central repository for financial results, policies, and capital markets event information.

Data-Driven Marketing and Segmentation

The company's focus on data-driven marketing is evident in its comprehensive reporting and understanding of customer needs. Segmentation into Institutional Retirement, Asset Management, and Retail allows for tailored product offerings and messaging.

Technological Integration

A commitment to digital innovation is highlighted in the life insurance segment, aiming to enhance customer engagement and operational efficiency. The vision of a 'better-connected L&G' underscores the use of technology for improved customer experiences.

Traditional and Event Marketing

While digital channels are prominent, traditional media like TV, radio, and print have historically supported retail offerings. Events, such as the Capital Markets event in June 2024, are crucial for communicating strategic direction to investors.

Strategic Evolution and Innovation

The marketing mix has increasingly incorporated digital channels and data insights, aligning with the 'new strategy' announced in 2024. Innovations include new private markets funds and partnerships addressing long-term investment needs.

Paid Advertising and Email

The company also utilizes paid advertising and email marketing to reach its target audiences. While specific campaign details are not always publicly disclosed, these channels are integral to their lead generation efforts.

The evolution of the company's marketing tactics reflects its broader business strategy, focusing on enhancing returns and sharpening its market focus. This includes a strategic emphasis on understanding customer needs through data analytics and segmentation, which informs how they market their diverse financial products. The company's approach to market penetration and customer acquisition is supported by a blend of digital outreach and strategic partnerships. Analyzing Revenue Streams & Business Model of Legal & General Group provides further context on how these marketing efforts align with overall business objectives.

Key Marketing Tactics and Focus Areas

Legal & General's sales and marketing strategy is characterized by a strong digital presence, data-driven insights, and clear customer segmentation. The company's efforts are geared towards building brand awareness, generating leads, and driving sales across its various financial services.

• Content Marketing: Providing detailed financial reports and investor information.
• Digital Channels: Utilizing paid advertising and email marketing.
• Customer Segmentation: Tailoring approaches for Institutional Retirement, Asset Management, and Retail divisions.
• Technology Adoption: Enhancing customer engagement and operational efficiency through digital platforms.
• Traditional Media: Historically supporting retail offerings through TV, radio, and print.
• Event Marketing: Engaging stakeholders through events like Capital Markets days.
• Strategic Alignment: Marketing efforts support the company's 'new strategy' for enhanced returns and focus.

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Legal & General's brand positioning centers on financial security, long-term investing, and a commitment to societal impact. Its core message, 'Investing for the long term. Our futures depend on it.', emphasizes sustainable returns and addressing societal needs like housing and clean energy.

Foundation of Trust and Stability

Established in 1836, the company projects a professional and trustworthy image. Its tone is authoritative yet accessible, designed to build confidence with both individual and institutional clients.

Unique Selling Proposition: Financial and Social Returns

The company differentiates itself by leveraging capital for both financial gains and positive social outcomes. This dual approach appeals to a growing demand for investments considering Environmental, Social, and Governance (ESG) factors.

Commitment to Societal Needs

Demonstrating its commitment, the company has invested in affordable housing and regeneration projects across the UK, delivering over 6,500 affordable, net-zero carbon homes and completing more than 20 regeneration projects.

Responsible Investment Leadership

Legal & General Investment Management (LGIM) is recognized for its responsible investment practices, including being rated top by ShareAction in 2020 among the world's 15 largest asset managers and adopting the Taskforce for Climate-related Financial Disclosures.

Brand consistency is maintained across all channels, reflecting a proactive response to evolving consumer preferences for sustainable and responsible investing. This strategic focus on private markets and impact investing is a key element of the Growth Strategy of Legal & General Group. Despite facing some financial performance challenges, such as declining revenues in specific areas as noted in March 2025, the company highlights its strong market position, strategic divestments, and share buybacks as measures to enhance shareholder value and maintain its market perception.

Customer Experience Focus

The company promises a customer experience built on reliable financial partnership and growth opportunities, underpinned by responsible investment principles.

Adaptability to Market Trends

Legal & General's business strategy demonstrates adaptability by focusing on private markets and impact investing, aligning with growing ESG demands.

Maintaining Market Perception

Strategic divestments and share buybacks are employed to manage financial performance and uphold a positive market perception, even amidst revenue fluctuations.

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Legal & General's sales and marketing strategy is driven by overarching campaigns that support its long-term vision. A significant ongoing initiative is the focus on 'sustainable growth, sharper focus and enhanced returns,' as detailed at its Capital Markets event in June 2024. This strategic direction guides various marketing and sales activities, aiming for a 6-9% compound annual growth rate (CAGR) in core operating EPS from 2024-2027 and targeting over 20% operating Return on Equity in 2025-2027.

Private Markets Access Fund Launch

In July 2024, the company launched the L&G Private Markets Access Fund, offering UK Defined Contribution pension scheme members diversified exposure to private markets. This campaign aimed to boost pension engagement and support investments in areas like clean energy and infrastructure.

Pension Risk Transfer (PRT) Market Leadership

The company maintains a robust position in the PRT market, writing £10.7 billion of new business in 2024 across 56 deals, including £2.3 billion internationally. This demonstrates strong institutional client engagement and a healthy pipeline for future transactions.

Strategic Partnership with Meiji Yasuda

A key 2024 initiative is the strategic partnership with Meiji Yasuda, which acquired a 5% stake in the company. This collaboration enhances growth potential, particularly in the US PRT market, and strengthens brand visibility through an international alliance.

Sustainable Investment Initiatives

Investment activities, such as a £25 million transaction with The National Trust in January 2024 to fund renewable energy projects, function as social impact campaigns. These align with the company's commitment to net-zero targets and sustainable investing practices.

These campaigns collectively illustrate Legal & General's multifaceted sales and marketing strategy, focusing on growth, market penetration, and aligning with societal and environmental objectives. The company's approach to market penetration is evident in its expansion into new product areas and international markets, supported by strategic alliances and a clear business strategy. Understanding Legal & General's customer segmentation is crucial to appreciating how these campaigns are tailored to different client needs, from individual pension scheme members to large institutional investors, as further detailed in the Target Market of Legal & General Group.

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