Standard Life, part of Phoenix Group, has appointed Dean Butler to the newly created role of Managing Director of Retail Direct, signalling its continued investment in its Pensions and Savings business.

Responsible for leading the Retail Direct business, Dean will focus on building upon Standard Life’s existing guidance service and enhancing its pension consolidation offering for customers.

The role will also include a focus on acquiring new individual customers and the appointment follows Standard Life's recent high-profile programme of brand investment. The brand activity includes Standard Life becoming the new headline partner of Cancer Research UK's Race for Life from 2023, as well as the launch of a new TV ad focused on the theme of pension consolidation. This activity represents the most significant investment in Standard Life since the brand was acquired by Phoenix Group in 2021 when it set out its intention to increase its presence in several key markets including retail savings and workplace pensions.

Dean will be one of three leaders looking after trading channels within Pension and Savings, and joins Gail Izat, Managing Director for Workplace and Chris Hudson, Managing Director of Retail Intermediated, the latter of whom joined in May this year. Dean will report to Colin Williams, Managing Director for Pensions and Savings.

Dean joins from M&G Plc where he was Head of Digital Strategy and Delivery in M&G Wealth. Dean brings extensive experience from wealth management and retail banking having worked for a number of organisations including HSBC.

Dean Butler, Managing Director for Retail Direct at Standard Life, commented: “I am excited to start a role in which I can help ensure customers are in the best possible position to make informed decisions about their savings. This is a priority for many people as they review their finances and spending habits in a difficult economic environment, and our goal is to support customers during this period with innovative solutions and guidance. There’s also scope to build on recent activity designed to raise the profile of the Standard Life brand and examine how we position Standard Life as a destination for people looking to consolidate their pensions.”

Colin Williams, Managing Director, Pensions and Savings, commented: “Dean’s extensive experience and track-record when it comes to providing customer-centric services speaks for itself, and I’m delighted to have him as a member of my leadership team. We now have leaders in place across our three main trading channels, workplace, retail adviser and direct.

"Looking ahead to the rest of the year and into 2023, our leadership team is perfectly placed to move forward with our ambitious agenda, as we focus on ways to support customers across our key channels."



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Notes to editors:

About Standard Life

  • Standard Life is a brand that has been trusted to look after peoples' life savings for nearly 200 years
  • Today it proudly serves millions of customers who come to Standard Life directly, through advisers and through their employers' pension scheme.
  • Standard Life is part of Phoenix Group, the largest long-term savings and retirement business in the UK. We're proud to be building on nearly 200 years of Standard Life heritage together
  • Our products include a variety of Pensions, Bonds and Retirement options to suit people's needs, helping our customers to invest and save for their future. We're proud to offer a leading range of sustainable and responsible investment options.
  • We support our customers on their journey to and through retirement with comprehensive, easy-to-understand guidance so they can invest in the right way for their needs, and plan a future they feel confident about

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