Case Study: Legal & General achieves UK #1 retirement brand growth with Adthena

Legal & General use Adthena to position itself as the UK’s #1 retirement brand

Legal & General, one of the UK’s leading financial services groups, set out to become the UK’s #1 retirement brand and needed a clearer way to strengthen its positioning beyond product-led marketing. The company partnered with Adthena and used its strategic intelligence platform to benchmark performance across the retirement market and understand how to position the brand across all marketing channels, not just search.

With Adthena’s granular market and competitor insights, Legal & General segmented the retirement landscape, identified whitespace in the category, and shaped a broader brand strategy supported by senior stakeholders. The result was a 60% increase in category market share and a 160% increase in conversions year over year, along with a 140% uplift in like-for-like search visits; Adthena became an ongoing tool for monitoring competition and measuring success.

Legal & General

Sean Philip

Head of Digital & Direct Marketing, Legal & General