RBS outlines brand strategy

Ramesh Sharma

February 11, 2006

It expressed the need to create brand clarity to simplify its proposition and save valuable intermediary time. Key elements to the sales and online service include: one contact number for all information, KFI’s, AIPs and case tracking; a dedicated business partnership manager (BPM); a single envelope for submitting any of the four brands’ applications; business tracking e-mails sent direct to intermediaries about the progress of submitted applications at significant milestones; and a single intermediary web address for all four brands at www.rbsip.com.

The Royal Bank of Scotland brand will focus on mortgages for house purchase, first-time buyers, home movers and people looking for 100 per cent loans. First Active will champion remortgages offering a range of fixed, discounted and stepped rate products.

NatWest becomes the brand for specialist lending with a range of variable rate and lifetime tracker buy-to-let products as well as an offset flexible mortgage. The One account retains its positioning in the current account and flexible sector.

David Jones, commercial director of RBS Intermediary Partners, said: “We are offering intermediaries a simpler and more straightforward way of doing business with us. They will benefit from a great range of competitive products and one sales and service operation to support them.”

Andy Frankish, managing director of Mortgage Talk, commented: “This is great news. RBS shouldn’t be underestimated and if it gets this proposition right it will become a big player and has the ability to greatly increase its market share.”

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