Our Name

To support our growth ambitions, in 2008 our company simplified, refreshed and modernised its brand, with Royal & Sun Alliance becoming known simply as RSA.

RSA is our over-arching corporate brand, and is utilised as our market brand in a number of countries. We have also retained unique local brand names where they have high equity in their market, and this reflects the diversity of our culture, geography, the way we operate and communicate.

Our Proposition – Keeping You Moving

Our customers have told us what they value in insurance: straightforward services that they can rely on to deliver when needed. Everything we do as a company should address these needs. We listen, and we keep our promises. We use 300 years of expertise to help our customers plan for the future.

The RSA brand is all about keeping customers moving –  whether in business, or as individuals.

As our brand proposition, Keeping You Moving binds us together, acting as a guiding principle across all our brands. It differentiates us from our competitors and underpins everything we do. 

What do we mean by keeping you moving?

We keep people moving. In business. Through life. When it matters most.

‘Keeping you moving’ is the emotional feeling and functional benefit given to our customers. We measure the performance of every one of our 23,000 employees against this single objective, brought to life through RSA’s brand beliefs. To the customer this means that we are straightforward and responsive, we plan ahead and are delivery focused. 

We are experts in our field, but that doesn’t mean we are another faceless, financial services corporation. We’re there for our customers when they need us most and to help them get back on track. We won’t frighten people or make over the top promises about changing their lives, but we will promise to get things back to normal for our customers, whether their house has burned down or their business affected by flood. 

We underwrite progress, in whatever form it takes. 

From helping open the seas by insuring ships in the 18th century, to underwriting 21st century wind farms, our horizons have been and continue to be just as broad as our customers’. By insuring the risk for our customers we enable progress and innovation.

The essence of Keeping You Moving is always expressed in the context of the local market, using a compelling and sustainable local brand positioning. This makes the brand experience relevant, differentiated, motivating and credible for our local stakeholders (staff, partners, intermediaries, consumers and customers). In practice then, each market will also have a creative idea of its own, that guides and plans how the communication visually looks, the marketing mix, and implementation.