Phoenix Group Holdings plc has changed its name to Standard Life plc

We will change the corporate and employer brand from Phoenix Group to Standard Life; we will embed all the strengths of Phoenix Group into Standard Life and going forward we will focus all equity into one brand. Standard Life will represent the combined scale and strength of the Group to customers, regulatory bodies, investors, policy influencers, employees, future talent, and strategic partners. We are working towards launching this change in March 2026.

In terms of the brand strategy, we are changing the brand strategy from Masterbrand with endorsed customer brands, to a Branded House strategy with Standard Life as the Masterbrand.

We will refer to the group simply as Standard Life. This approach provides a consistent brand image; creates clarity; unifies our culture; and concentrates investment behind a single, recognisable brand.

We are proud of our family of brands which includes SunLife, Phoenix Life and ReAssure. Alongside Standard Life, these brands will continue to look after our customers across a broad range of retirement, investment, and protection products.

Customers will experience no change.

We have no plans to change the Phoenix Life, ReAssure or SunLife brands. These brands will continue to look after customers across a broad range of retirement, investment, and protection products.

Our move to Standard Life brings our most trusted brand to the forefront and demonstrates our commitment to helping customers secure a better retirement. 

Over the last few years we have been evolving our business, moving from being a closed book consolidator to a customer focused, purpose led business that is growing organically.  

The announcement in September 2025 of our intention to change to Standard Life as our corporate and employer brand and is timely as it is in Standard Life’s 200th year. It is a natural next step in our journey to become the UK’s leading retirement savings and income business.

No. Our move to Standard Life brings our most trusted brand to the forefront and demonstrates our commitment to helping customers secure a better retirement.

Our business strategy does not change as a result of the move to Standard Life plc. 
 
We are delivering strong organic growth from our current business, so we are no longer reliant on Mergers and Acquisitions (M&A) to grow. M&A can add further scale to our business and create shareholder value. This is attractive but the bar for acquisitions is now much higher, as we have a range of organic growth opportunities in which to deploy excess cash, at attractive returns.