The Solution

With granular data from our platform, Legal & General charted out a positioning strategy to achieve their vision.

By benchmarking their market share in both “General Retirement” and “Retirement Product” categories, the company could segment their competitors into categories such as leaders, challengers and rising stars. And our data revealed that no player had claimed a leadership position in retirement – leaving a huge gap in the market.

Using our insights, Legal & General gained a more nuanced view of the competitor space, supporting C-suite executives on overall strategy. As a result, Legal & General saw a 60% increase in market share in the retirement category and a 160% increase in conversions year-over-year.

Now, Adthena serves as an integral asset to better understand channel performance, unify messaging and measure success.

Watch Legal & General’s story in 90 seconds with this video: 

“Adthena’s insights are an integral part of understanding where we are within the marketplace and supporting what we do next as a business. Because of Adthena, our digital marketing team is the first to know about new competitor strategies in our market. This helps us build more credibility for search as a strategic channel for the business, particularly with senior stakeholders.”

Sean Philip, Head of Digital & Direct Marketing, Legal & General – Retail Retirement
This project has been shortlisted for the UK Search Awards 2021 and Global Search Awards 2021.
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