Bath-based brand and creative agency , Mr B & Friends, has developed the new brand and identity for SmartSIPP, a new online pension proposition from Suffolk Life.

Bath-based brand and creative agency , Mr B & Friends, has developed the new brand and identity for SmartSIPP, a new online pension proposition from Suffolk Life.

Owned by Legal & General, Suffolk Life is one of the UK’s leading self-invested personal pension (SIPP) providers with around £4bn of assets under management. In recent years, SIPPs have captured the imagination of investors in the UK by allowing a wide range of asset classes to be put into a tax efficient wrapper including commercial property. As one of the industry’s most established brands, Suffolk Life has continuously innovated in the bespoke category of the market, but had noticed the emergence of ‘simple SIPPs’ and online platforms,” said Simon Barbato, managing director of Mr B & Friends. “This in recent years has been the fastest growing segment of the SIPP market. The new brand: SmartSIPP capitalises on a number of aspects.”  “The attributes of SmartSIPP were in response to an extensive research programme with IFA’s conducted by us last year and brings together Suffolk Life’s award-winning service, low cost and flexible investment options and the latest online platform technology.” SmartSIPP is operational from June 30 and will be targeted at IFAs who are looking to recommend a reputable, accessible and cost-effective self-invested option for their clients. Greg Kingston, head of marketing Suffolk Life comments: ”We knew that delivering a brand that took our strong people-based service approach and elevated into an increasingly digital proposition would be challenging. We engaged Mr B & Friends right from the start of the research and design phase – the result is a brand that gives us a confident platform to take our latest pension to market.” SmartSIPP is being launched with a major press and online advertising push in the financial industry trade titles.
Mr B & Friends were appointed to the work without a pitch having been Suffolk Life’s incumbent brand and creative agency since 2006.