Loyalis
Navigating social security
Challenge
Social security can feel like a maze. For years, Loyalis was known as a reliable provider of income insurance. But the company wanted to be more meaningful. Conversations with customers and colleagues revealed a clear message: people aren’t looking for a policy; they are looking for direction. They want someone by their side, someone to help them make choices, someone who can make the complex understandable. This insight led to a renewed vision: ‘A Loyalis customer will never get lost in the complex world of social security again’. That promise called for a new course. From a ‘regular’ insurer to a guide, coach, and partner in income and security.
Idea
Co-creation sessions led to a new brand personality: one rooted in care. A guide who combines knowledge with compassion. Not stand-offish, but close. Not complicated, but clear. This led to the brand promise: Guide in income & security. A promise brought to life in both tone and design: friendly, trustworthy, human, and accessible. Internally, this same mindset was translated into action: teams were given more space to truly unburden customers and to take pride in their leading role as a Caregiver. Tools and campaigns adopted a new style and voice, reinforcing a sense of personal attention and security at every step.
Result
What mattered most was that the repositioning wasn’t just a promise on paper, but a true driver of renewal and pride within the organisation. And the fact that the brand has grown stronger as a result was confirmed by the independent annual brand survey. Clear advice now feels natural, and communication radiates genuine involvement. Insights have led to smart tools, like a campaign generator that enables the rapid creation of personalised assets. Together, we continue to build the new brand personality in a structural way, ensuring it resonates through everything Loyalis does.
Want to know more?
Carlijn van Selst
carlijn@tdzuiderlicht.com