An Ongoing Channel to Test Propositions and Communications for Royal London

500

adviser scale

Always-on

community

Advisers

audience

500

adviser scale

Always-on

community

Advisers

audience

The challenge

Transforming stakeholder engagement through an agile insight engine

Royal London, a major pensions and investment company, needed a flexible way to keep an ongoing dialogue with its geographically dispersed financial adviser audience, continuously validating everything from brand positioning to website usability and communication effectiveness. We partnered with them to move beyond ad-hoc research to a permanent, always-on insight model.

Industry

Pensions, investment

Solution

Communication strategy

Format

Always-on community

Participants

Scaling to 500 advisers

Methods

Rapid feedback loops, internal embedding

The approach

Scaling a fully branded adviser community on our platform

We built and managed a dedicated research community designed to scale to 500 financial advisers.

A year-round resource

After a successful pilot phase, the community became an established, year-round resource for rapid feedback.

Internal embedding

We helped Royal London embed the community across the organisation, so insights reached multiple internal stakeholder groups.

Strategic breadth

The platform facilitated a wide range of projects, including concept refinement, communication evaluation, and live website testing.

The result

An always-on insight engine

The community has transformed how Royal London engages with external stakeholders, making the process significantly more efficient and agile. It has since extended beyond advisers to customer-facing work, placing the consumer voice at the heart of Royal London's development cycle.