More2Life

Unlocking brand potential: from market leader to life changer

Brand
Marketing

CLIENT NEED

More2Life, a leading later life mortgage lender, engaged Creode to evolve its brand from product-focused to a confident leader. Despite achieving market leadership, they lacked the brand presence and emotional resonance of financial services ‘power brands’ like Aviva, LV, and Legal & General.

They needed to defend their position, better engage advisers and customers, and attract new advisers from the wider mortgage market to drive growth.

Insight

Through comprehensive discovery, including executive interviews, adviser research, and market analysis, Creode uncovered that More2Life’s extensive product range and agility weren’t just operational advantages – they were enablers of choice that fundamentally transformed customers’ lives.

The key insight: More2Life makes advisers’ lives easier through their product range, while giving customers “choices they wouldn’t have had otherwise.”

This led to the strategic positioning of More2Life as the brand that “Unlocks more choice” for advisers and their clients.

Output

Creode delivered a comprehensive rebrand centred on the creative platform “Make more”, featuring a refreshed visual identity with bold circular patterns, modern typography, and vibrant colours. The transformation shifted messaging from product features to emotional customer narratives.

The subsequent Affordability campaign addressed the growing market need, as more people than ever are carrying mortgages into retirement. The campaign showcased More2Life’s flexible payment options – enabling voluntary payments from just £50/month to significantly reduce borrowing costs and preserve equity. This innovation was particularly relevant as research showed most people didn’t know such payment options were even possible with lifetime mortgages.

Key campaign executions included:

Innovative use of AI-generated video content to bring real customer stories to life, showing how lifetime mortgages had transformed their retirement

Four distinct customer personas (The Mortgage Prisoner, The Anxious Retiree, The Savvy Planner, The Independent Seeker)

Integrated delivery across industry press, digital channels, LinkedIn, and adviser platforms

Hero message: “Now you can”, emphasising newfound possibilities through affordable lifetime mortgages

Outcome

The rebrand successfully positioned More2Life as a confident market leader that empowers advisers to help more customers achieve financial freedom in later life. The Affordability campaign directly addressed pressing market needs, targeting an increase in KFIs with monthly repayments from 17% baseline.

By demonstrating how flexible lifetime mortgages provide practical solutions for retirees with ongoing mortgage commitments, More2Life strengthened its position as the go-to partner for advisers seeking innovative later life lending solutions.

The campaign’s focus on real customer outcomes rather than product features marked a significant shift in how the category communicates value.