L&G Ignite
Following significant UX developments, Ignite (L&Gs mortgage sourcing platform) needed to meet a business ambition of growing adoption and ensuring advisers fully recognised its value, ahead of its move to a paid model.
While the platform sat within the trusted and established L&G brand, Ignite itself lacked an ownable visual identity. This made it harder for advisers to recognise it as a primary sourcing tool, rather than a secondary or backup option - a perception amplified by its free-to-use status.
Adviser behaviour varied widely across a range of identified segments – from highly engaged daily users to dormant accounts - meaning that messaging needed to be tailored to guide advisers through an engagement funnel that reflected their current behaviour and encouraged progression toward consistent, high-value usage in advance of the platform moving to a paid model at the end of Q1.
Our approach
We created a clear and recognisable visual identity and messaging framework that sat confidently within the L&G masterbrand, while giving Ignite its own distinct presence.
This was supported by a creative campaign concept that communicated Ignite’s USP - 4 tools working together in one unified system.
We drove adviser awareness and adoption through an integrated multi-channel campaign strategy that reached advisers where they already consumed information - delivering targeted messaging tailored to the needs of active, inactive and dormant users.
