How can mutual societies be positioned for the future?

As leading financial organisations (Halifax, Abbey National, Norwich Union etc.) are abandoning their mutual status, this article questions whether the traditional concept of mutuality is necessarily 'a dead duck' (as is 'widely believed in the City'), and argues that the mutual principle still has real advantages for consumers, and that those societies which are retaining mutual status are missing an opportunity to market these benefits.

How can mutual societies be positioned for the future?

Louise Thompson of P. Four Consultancy examines a missed opportunity for mutual societies to position themselves as the 'new guardians' of our financial future, and suggests possible strategies to exploit it

Louise Thompson

Mutuality is a long-established principle in UK financial institutions, going back to the early 19th-century friendly societies, and reflecting the same values as the Co-operative movement – sharing, caring and mutual self-help. It is only in the last ten years that many long-standing mutual institutions have begun to question the value of mutual status, and a growing number...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands