More Than (styled as MORE TH>N) are an insurance company based in the United Kingdom. Having previously provided

car A car, or an automobile, is a motor vehicle with wheels. Most definitions of cars state that they run primarily on roads, seat one to eight people, have four wheels, and mainly transport people rather than cargo. There are around one billio ...

home A home, or domicile, is a space used as a permanent or semi-permanent residence for one or more human occupants, and sometimes various companion animals. Homes provide sheltered spaces, for instance rooms, where domestic activity can be p ...

and

travel insurance Travel insurance is an insurance product for covering unexpected losses incurred while travelling, either internationally or domestically. Basic policies generally only cover emergency medical expenses while overseas, while comprehensive policies ...

before exiting those markets in 2024, More Than currently only offer

pet insurance Pet insurance is a form of insurance that pays, partly or in total, for veterinary treatment of the insured person's ill or injured pet. Some policies will pay out when the pet dies, or if the pet is lost or stolen. As veterinary medicine is inc ...

. Its business arm More Than BUSINESS offered business

insurance Insurance is a means of protection from financial loss in which, in exchange for a fee, a party agrees to compensate another party in the event of a certain loss, damage, or injury. It is a form of risk management, primarily used to protect ...

. The company is a

subsidiary A subsidiary, subsidiary company, or daughter company is a company (law), company completely or partially owned or controlled by another company, called the parent company or holding company, which has legal and financial control over the subsidia ...

of the RSA Insurance Group. The brand launched in 2001, under the slogan of "Don't Accept Less Than More Than". More Than is known in the United Kingdom for its

television advertising A television advertisement (also called a commercial, spot, break, advert, or ad) is a span of television programming produced and paid for by an organization. It conveys a message promoting, and aiming to market, a product, service or idea. ...

, including features such as ''More Than Freeman'' (a parody of

Morgan Freeman Morgan Freeman (born June 1, 1937) is an American actor, producer, and narrator. In a career spanning six decades, he has received numerous accolades, including an Academy Award and a Golden Globe Award, as well as a nomination for a Tony ...

), ''Lucky The Dog'' and the ''Personal Project Manager'' ad.

History

More Than was launched as a subsidiary of Royal & Sun Alliance in 2001. Royal & Sun Alliance formed in 1996, following the merger of Royal Insurance and Sun Alliance. The insurance group set aside £20 million in order to create the new More Than brand. Since its inception, the company has focused on developing small service teams to care for customers in a more personal way. The company also changed the way their call centres functioned by removing scripts, thus enabling claims handlers to actually talk to customers, and encouraged call centre staff to recommend suppliers from the More Than network in order to resolve a problem. In February 2008, it was announced that their parent company, Royal & Sun Alliance Insurance Group, would be rebranding to RSA Insurance Group. This however had no effect on any of their

subsidiaries A subsidiary, subsidiary company, or daughter company is a company completely or partially owned or controlled by another company, called the parent company or holding company, which has legal and financial control over the subsidiary company. Unl ...

, including More Than. In 2013, More Than updated their brand promise to 'Where You Mean More' and became an official partner of the RSPCA. By March 2015, the insurance company had donated over £260,000 to help unwanted or neglected animals in

England England is a Countries of the United Kingdom, country that is part of the United Kingdom. It is located on the island of Great Britain, of which it covers about 62%, and List of islands of England, more than 100 smaller adjacent islands. It ...

and

Wales Wales ( ) is a Countries of the United Kingdom, country that is part of the United Kingdom. It is bordered by the Irish Sea to the north and west, England to the England–Wales border, east, the Bristol Channel to the south, and the Celtic ...

as well as offering six weeks’ free insurance to those who re home a pet from the RSPCA. The company launched SM>RT WHEELS in 2014, a telematics insurance. The product focused on the young drivers market, allowing them to make savings, by rewarding safe driving throughout the year and at their time of renewal. In March 2023, it was announced by RSA owners Intact Financial that RSA would stop offering insurance under the More Than brand. Renewal rights for car insurance policies were transferred to Swinton Insurance, while

Admiral Admiral is one of the highest ranks in many navies. In the Commonwealth nations and the United States, a "full" admiral is equivalent to a "full" general in the army or the air force. Admiral is ranked above vice admiral and below admiral of ...

purchased the company's home and pet insurance business for £115 million in December 2023.

Advertising

The brand launched in 2001, with a campaign featuring Lucky the Dog. Lucky went on to star in more than twenty adverts. The campaign, produced by

Ogilvy & Mather Ogilvy is a New York City-based British advertising, marketing, and public relations agency. It was founded in 1850 by Edmund Mather as a London-based agency. In 1964, the firm became known as Ogilvy & Mather after merging with a New York City a ...

, called ''Where's Lucky?'' The ads looked like an appeal for information about a lost dog, with the aim of directing people to the website, WheresLucky.com. The

advertising campaign An advertising campaign or marketing campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). An IMC is a platform in which a group of people can group their ide ...

, at drawing interest to the newly formed More Than brand. The success of early adverts, one of the first featured "Lucky" driving his owner’s car home without crashing it, led the brand to continue using Lucky for another five years. During this five year period, the company used the slogan, More Than Lucky. In March 2002, More Than announced their new ad agency would be Camp Chipperfield Hill Murray (CCHM). In March 2006, More Than aired their first television advert without Lucky, and the new slogan ''More Than – We Do More''. In February 2011, the

insurance company Insurance is a means of protection from financial loss in which, in exchange for a fee, a party agrees to compensate another party in the event of a certain loss, damage, or injury. It is a form of risk management, primarily used to protect ...

launched a television advert starring

Josh Robert Thompson Josh Robert Thompson (born March 11, 1975) is an American actor. He is best known for his work on ''The Late Late Show with Craig Ferguson'', providing the voice of robot skeleton and Craig Ferguson's sidekick Geoff Peterson along with numerous c ...

replicating a similar voice, and speaking style to that of actor

. The term "More Than Freeman" was used throughout the advert. In the years that have followed, the television adverts have focused on how More Than assists clients with a more personal touch. These have included the burglary advert, More Than Help, in 2013, which was later followed up with the advert Name Your Price and the advert Personal Project Manager, which aired in February 2015.

Recognition

* 2010 – the company won Best Pet Insurance Provider at the Personal Finance Awards * 2011 – the company won Best Pet Insurance Provider at the Personal Finance Awards * 2012 – the company won Best Pet Insurance Provider at the Personal Finance Awards * 2013 – the company won Best Pet Insurance Provider at the Your Money awards and the Best Home Emergency Cover Provider at the What Mortgage awards. * 2014 – the company won What Mortgage’s ‘Best Overall Insurer', Consumer Intelligence’s ‘Intelligent Choice’ gold award for motor insurance and Personal Finance’s ‘Best Pet Insurance’ award

External links

Official website

References

{{Reflist Financial services companies established in 2001 British companies established in 2001 Insurance companies of the United Kingdom English brands