Guardian will focus on deepening relationships with firms and advisers that are “passionate about delivering good customer outcomes” in 2025.
Setting out its strategy for the next year, Guardian stated that it intends to “move into the next phase of its journey”.
This follows the last six years of the protection provider concentrating its efforts on growth through the launch of products.
The provider has also focused on growing its distribution footprint to the point that it is now on all major advised protection panels.
Guardian interim CEO, Peter Mann, said: “Guardian’s seen phenomenal growth year-on-year with some years achieving more than a 40 per cent increase in sales.
“When you consider that, in that time, there’s been a pandemic and a cost-of-living crisis, this is a truly remarkable achievement.
“Now our business is maturing, and mindful of the current macroeconomic headwinds, it’s the right time to move away from a focus on rapid scale, to one of consolidation.”
While Mann specified that Guardian still intends to grow and to “buck the current overall trend of falling protection sales”, he pointed out that there’s also “significant value” to unlock from the distribution footprint and product set.
“The strategy we’ve laid out for 2025 will focus on maximising value while we continue to deliver great outcomes for customers and great service for advisers,” he added.
Staff changes
Also as part of its 2025 strategy, Guardian’s marketing and proposition director, Jacqui Gillies, announced her intention to retire from the protection industry after 42 years.
Gillies plans to leave her role at the end of December, at which time her direct reports, head of marketing, Rachael Welsh, and head of proposition, Jo Penrose, will report to commercial director, Hilary Banks.
She stated that it has been an “absolute privilege” to have been part of Guardian’s journey, from launching the brand in 2018, to developing its Income Protection and Life Essentials propositions.
“It’s been an honour to see first-hand, as we’ve grown, how our innovative approach has helped so many customers,” she said.
“When I first joined the team, I had no intention of staying so long, and no idea of how far we would come!
“After eight years with Guardian and a 42-year career in financial services, which incidentally started at Guardian in 1982 when it was known as GRE, I’m ready to let the team take on this new strategy for 2025.”
Mann added: “Jacqui’s contributions have been extremely valuable and we’re very sorry to see her go.
“However, all good things must come to an end, and after 42 years in our industry, we wish her a very well-deserved rest.”
tom.dunstan@ft.com
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