A major interactive financial services portal called Theformula is unveiled today (Friday) by Misys Interactive Trading. The £30m launch has been branded by Wolff Olins with Web and interactive TV work by Pres.co.
Theformula has been designed as the consumer-facing brand to sit alongside two business brands – Screentrade, already designed by Pres.co, and M-link. Screentrade will in the future enable brand owners to offer their own branded on-line financial services products.
The launch takes direct financial services to the next level, claims Theformula marketing director Nick Mercer. “When brands such as Direct Line and First Direct were launched for the telephone, the technology only really allowed them to offer single products. With Theformula, customers can buy a basket of financial products from a wide range of providers, using advanced ‘compare, inform and buy’ technologies,” he says.
A range of products encompassing motor, home and travel insurance, investments and life assurance will roll out next year. Customers can compare quotes through the “impartial portal”, to obtain the best deal for them.
Of Theformula’s branding Mercer adds: “We wanted a brand which had the feeling of having been around for a long time, which was ‘futureproof’ as well.” Wolff Olins was appointed at the end of March.
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