Championing the value of impartial advice

We're reaffirming our adviser commitments

More about our adviser commitments

Download our leaflet to find out why our adviser commitments matter now more than ever.

We champion the value of impartial advice.

We firmly believe it drives competition in the market, making sure your clients get the best possible outcomes.

However, it’s becoming increasingly clear that not all providers believe this too. 

In light of this, we want to reaffirm our adviser commitments. Because while the world around us moves and shifts, our commitment to advisers remains constant.

At Royal London, we firmly believe that customers enjoy better financial futures when advisers and providers work together.

So we focus on delivering solutions that help you provide the crucial services our market  needs, in a way thatʼs efficient and effective for your business.

As testament to this, weʼre reaffirming our adviser commitments. Because while the world around us moves and shifts, our commitment to advisers remains constant.

Firstly, we have no plans to offer regulated financial advice.

We believe that advice should be impartial and delivered without product or provider bias.

Secondly, when your clients need advice, we’ll point them to you.

But weʼll never leave them without the support they need and we’ll always act in their best interests.

Unlike other providers, weʼll never do anything that prevents you advising your clients.

And lastly, weʼll never cross-sell or up-sell to your clients.

We choose to distribute our products solely through firms like yours because we believe thatʼs the right thing to do and we believe this drives the best possible outcomes.

While we have a direct to consumer division, itʼs designed to serve customers with very basic financial needs, such as funeral plans, and no access to financial advice.

Ultimately, if our mutual customers are to achieve their financial goals, our market needs a strong, independent advice sector. To back-up this belief, weʼre investing substantially in our people and technology now - and for the future. So you can be confident that weʼll continue to work alongside you in the years that lie ahead.

Our adviser commitments

We believe the best advice comes without compromise. That means it has to be impartial and it has to be delivered with a full understanding of the customer’s needs. That’s why we’re sticking to what we do best - delivering value for money propositions, investing in excellent customer service and giving you the tools and support you need to deliver your services efficiently and cost-effectively.

We’ll actively encourage our customers, your clients, to seek impartial advice from you at every appropriate opportunity. But we’ll never leave them without the support they need – and we’ll always be guided to take the action we believe is in their long-term best interests.

We choose to distribute our products and services through intermediaries because we truly believe that’s the right thing to do. Of course, there will be times when we need to engage with your clients on matters that affect them - but we won’t get in the way of your relationship with them.

This website is intended for financial advisers only and shouldn't be relied upon by any other person. If you are not an adviser please visit royallondon.com.

The Royal London Mutual Insurance Society Limited is authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority. The firm is on the Financial Services Register, registration number 117672. It provides life assurance and pensions. Registered in England and Wales number 99064. Registered office: 55 Gracechurch Street, London, EC3V 0RL.