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Standard Life

Standard Life

Company: Standard Life PLC & Phoenix Group PLC

Brand value: US$695 million

Change since 2018: 5%

Headquarter city: Edinburgh

Category: Insurance

Year formed: 1825

Standard Life is an insurance and investment provider, working with customers who come to the brand directly, as well as via employer or financial advisor referrals. The brand says it has over 4.5 million customers, helping them manage their financial affairs so their families can enjoy a better future. Savings and pension plans are sold in the UK, Ireland, Germany and Austria and, through a joint venture with Tianjin TEDA International, Standard Life has established a pensions and insurance presence in China, a key market because of its large and ageing population. The brand’s community work in the UK includes a recent collaboration with the photographer Rankin to highlight the challenges faced by people living with “invisible” illnesses. The first exhibition in the series used augmented reality to bring to life portraits of people living with endometriosis. Standard Life’s sponsorship of the British & Irish Lions rugby union team won the 2018 BT Sport Industry Award for Partnership of the Year.

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