More.Than

More.Than, styled in some branding as MORE TH>N, is a United Kingdom insurance brand established in 2001 as a subsidiary of Royal & Sun Alliance, now known as RSA Insurance Group. It was created as a consumer-facing brand intended to provide a more personal alternative to conventional insurance call-centre experiences. At launch, its parent reportedly allocated £20 million to establish the brand. More.Than positioned its service around small customer-care teams, less scripted claims handling and the use of preferred suppliers to help customers resolve problems. The brand initially offered a broad range of personal insurance products, including motor, home, travel and pet insurance. It developed a particularly visible presence in the UK through television advertising. Early campaigns featured Lucky the Dog, a character used in advertisements that presented the apparent search for a missing dog before directing audiences to the More.Than brand. Lucky appeared in more than twenty commercials and became associated with the slogan “More Than Lucky”. Later advertising introduced the “More Than Freeman” character, a parody of actor Morgan Freeman’s voice and presentation style, as well as campaigns focused on practical assistance after incidents such as burglary. A “Personal Project Manager” campaign emphasized hands-on support for customers dealing with the consequences of household problems. More.Than also developed products intended to differentiate it in particular market segments. In 2014 it introduced SM>RT WHEELS, a telematics-based motor insurance product aimed especially at younger drivers. The product used driving data to reward safer driving with potential savings during the policy term and at renewal. The brand also built a substantial pet-insurance profile and received several industry and consumer awards for pet cover between 2010 and 2014. Its relationship with the RSPCA, formalized in 2013, supported animal welfare initiatives and included free introductory insurance for some pets rehomed through the charity. The brand’s parent changed its corporate name from Royal & Sun Alliance Insurance Group to RSA Insurance Group in 2008, without changing the More.Than brand. In 2013, More.Than refreshed its brand promise to “Where You Mean More”, reinforcing its emphasis on personal service and customer care. In March 2023, RSA owner Intact Financial announced that RSA would stop offering insurance under the More.Than name. Renewal rights for motor policies were transferred to Swinton Insurance, while Admiral acquired the company’s home and pet insurance business for £115 million in December 2023. More.Than exited the car and home markets in 2024 and also ceased offering travel insurance, leaving pet insurance as its principal active product area. The brand therefore remains active, but with a substantially narrower business scope than it had during its earlier multi-line insurance period.

More.Than was launched in 2001 by Royal & Sun Alliance as a new consumer insurance brand. Royal & Sun Alliance itself had been formed in 1996 through the merger of Royal Insurance and Sun Alliance. The parent set aside £20 million for the creation of More.Than, which was designed to compete through a more personal approach to customer service rather than relying solely on standardized insurance administration. From its beginning, the brand emphasized small service teams and less rigid call-centre procedures. Claims staff were not limited to tightly scripted conversations and were encouraged to recommend suppliers from the More.Than network where those suppliers could help resolve a customer’s problem. This approach became a recurring theme in the company’s communications and later advertising, which portrayed the insurer as actively helping customers after disruptive events. The initial More.Than product range covered several personal-lines categories, including car, home, travel and pet insurance. The company also operated More Than BUSINESS, a commercial-insurance arm serving business customers. Pet insurance became one of the brand’s strongest areas. More.Than received Best Pet Insurance Provider recognition in the Personal Finance Awards in 2010, 2011 and 2012, and later received further pet-insurance recognition in 2013 and 2014. In 2013 it became an official partner of the RSPCA. By March 2015, the partnership had supported donations exceeding £260,000 for unwanted or neglected animals in England and Wales, while the brand also offered six weeks of free cover for certain pets rehomed through the charity. Advertising played an important role in establishing More.Than’s identity. The launch campaign used Lucky the Dog and the “Where’s Lucky?” concept, which initially resembled an appeal for information about a lost dog. The campaign directed public attention to a dedicated website and helped introduce the new brand. Lucky subsequently appeared in more than twenty advertisements, including one in which the dog drove its owner’s car home without crashing. The character remained central to the advertising for approximately five years and was associated with the phrase “More Than Lucky”. In 2002, More.Than announced Camp Chipperfield Hill Murray as its new advertising agency. In 2006, the company aired its first television advertisement without Lucky and adopted the slogan “More Than – We Do More”. In 2011, it introduced the “More Than Freeman” advertising device, using performer Josh Robert Thompson to imitate the voice and delivery associated with actor Morgan Freeman. Later campaigns, including “More Than Help”, “Name Your Price” and “Personal Project Manager”, focused on the practical support the insurer could provide after household incidents. The parent company announced in February 2008 that Royal & Sun Alliance Insurance Group would be renamed RSA Insurance Group. This corporate change did not alter the More.Than identity. In 2013, the brand updated its promise to “Where You Mean More”, maintaining its focus on personal attention. In 2014, it launched SM>RT WHEELS, a telematics product aimed particularly at younger drivers. By collecting information about driving behaviour, the product sought to reward safer driving through lower costs or renewal savings. The strategic direction changed in the 2020s. In March 2023, Intact Financial, the owner of RSA, announced that RSA would stop offering insurance under the More.Than name. Motor-policy renewal rights were transferred to Swinton Insurance. In December 2023, Admiral acquired the More.Than home and pet insurance business for £115 million. During 2024, More.Than exited car, home and travel insurance, leaving pet insurance as its principal active offering. The brand consequently moved from being a broad UK personal-lines insurer to a much narrower pet-insurance brand operating within the wider RSA and Intact corporate structure.

• 2024

  Car, home and travel insurance exited

  [1]More Thanen.wikipedia.org

  More.Than withdrew from car, home and travel insurance and continued principally with pet insurance.

• 2023

  Withdrawal from the More.Than brand announced

  [1]More Thanen.wikipedia.org

  Intact Financial announced that RSA would stop offering insurance under the More.Than name.

• 2023

  Admiral acquired home and pet insurance operations

  [1]More Thanen.wikipedia.org

  Admiral acquired the More.Than home and pet insurance business for £115 million.

• 2014

  SM>RT WHEELS launched

  [1]More Thanen.wikipedia.org

  The company introduced a telematics motor-insurance product focused on younger drivers and safer driving.

• 2013

  Brand promise refreshed and RSPCA partnership established

  [1]More Thanen.wikipedia.org

  More.Than adopted “Where You Mean More” and became an official RSPCA partner.

• 2008

  Parent company renamed RSA Insurance Group

  [1]More Thanen.wikipedia.org

  Royal & Sun Alliance Insurance Group adopted the RSA Insurance Group name; the More.Than brand was unaffected.

• 2006

  Advertising moved beyond Lucky the Dog

  [1]More Thanen.wikipedia.org

  The brand aired its first television advertisement without Lucky and used the “We Do More” slogan.

• 2002

  New advertising agency announced

  [1]More Thanen.wikipedia.org

  More.Than announced Camp Chipperfield Hill Murray as its new advertising agency.

• 2001

  More.Than launched

  [1]More Thanen.wikipedia.org

  Royal & Sun Alliance launched More.Than as a UK consumer insurance brand with an emphasis on personal service.

• 1996

  Royal & Sun Alliance was formed

  [1]More Thanen.wikipedia.org

  Royal Insurance and Sun Alliance merged to create Royal & Sun Alliance, the corporate group that later launched More.Than.

A UK insurance brand built around personal customer service, practical claims assistance and accessible consumer advertising, now concentrated on pet insurance.

• Personal insurance

  Pet insurance

  Pet insurance is More.Than’s principal remaining product area after the brand’s 2024 withdrawal from car, home and travel insurance. It became an important part of the brand’s identity through repeated consumer awards and the company’s partnership with the RSPCA. More.Than’s animal-welfare activity included support for unwanted and neglected animals and introductory cover associated with some RSPCA rehoming arrangements.

• Personal insurance · 2001

  Motor insurance

  Motor insurance was one of More.Than’s original consumer product lines. The wider motor business included conventional car insurance and, from 2014, SM>RT WHEELS telematics insurance. More.Than exited the car-insurance market in 2024, with renewal rights for its motor policies transferred to Swinton Insurance during the restructuring announced in 2023.

• Telematics motor insurance · 2014

  SM>RT WHEELS

  SM>RT WHEELS was a telematics-based motor-insurance product introduced in 2014, with younger drivers as a key target audience. It used driving information to support rewards for safer behaviour and potential savings during the policy period and at renewal.

• Personal insurance · 2001

  Home insurance

  Home insurance was part of More.Than’s original multi-line personal-insurance portfolio. The brand used home-related advertising, including burglary and household-assistance scenarios, to communicate its service positioning. More.Than exited the home-insurance market in 2024, following the sale of the relevant business to Admiral in 2023.

• Personal insurance · 2001

  Travel insurance

  Travel insurance was one of the personal-insurance categories previously offered by More.Than. It was discontinued as the brand withdrew from broader insurance markets in 2024.

• Business insurance

  More Than BUSINESS

  More Than BUSINESS was the brand’s business-insurance arm. It extended the More.Than name beyond consumer personal-lines products into commercial insurance, although the available reference material does not specify its detailed product range or current status.

• 2015Personal Project Manager

  United Kingdom

  This campaign portrayed More.Than as providing coordinated practical help to customers dealing with a home problem, rather than simply processing an insurance claim.

  Outcome. The campaign extended the service-led advertising approach used in the brand’s later television work.

  Source
• 2013Where You Mean More

  United Kingdom

  The refreshed brand promise presented More.Than as an insurer offering greater personal attention and support.

  Outcome. The promise became the platform for later service-focused communications.

  Source
• 2013More Than Help

  United Kingdom

  A burglary-themed advertisement illustrated the company’s intended role in helping customers manage the aftermath of a household incident.

  Outcome. It reinforced the brand’s practical-assistance and personal-service positioning.

  Source
• 2011More Than Freeman

  United Kingdom

  This television campaign used Josh Robert Thompson to imitate the voice and presentation style associated with actor Morgan Freeman, creating a memorable parody for the insurance brand.

  Outcome. The campaign became a recurring reference point in More.Than’s television advertising after the Lucky period.

  Source
• 2001Where’s Lucky?

  United Kingdom

  The launch campaign presented Lucky the Dog as if the audience were being asked to help find a missing pet. The unusual format directed attention to More.Than and helped establish the newly launched brand.

  Outcome. Lucky became a recurring advertising character, appearing in more than twenty commercials and remaining central to the brand’s advertising for approximately five years.

  Source
• 2001More Than Lucky

  United Kingdom

  The continuation of the Lucky the Dog advertising platform used the character in humorous insurance situations, including an advertisement in which Lucky drove a car home without crashing.

  Outcome. The character became one of the most recognizable elements of More.Than’s early brand identity.

  Source

• 2023

  Withdrawal from the More.Than brand announcedStrategy

  Background

  Intact Financial, the owner of RSA, announced a strategic change under which RSA would no longer offer insurance under the More.Than name.

  Action taken

  Motor-policy renewal rights were transferred to Swinton Insurance, while the home and pet insurance business was prepared for sale to Admiral.

  Aftermath

  More.Than exited car, home and travel insurance in 2024 and continued principally as a pet-insurance brand.

  Source

• 2023

  Sale of home and pet insurance business to AdmiralM&A

  Background

  The restructuring of More.Than’s operations included separating the home and pet insurance business from the wider RSA brand portfolio.

  Action taken

  Admiral acquired the home and pet insurance business for £115 million.

  Aftermath

  The transaction contributed to More.Than’s withdrawal from its former multi-line insurance model.

  Acquisition price. £115 million (December 2023)

  Source

• 2014

  Launch of SM>RT WHEELSProduct launch

  Background

  More.Than sought to develop a motor-insurance proposition for younger drivers and use telematics to link pricing or renewal savings to driving behaviour.

  Action taken

  The company introduced SM>RT WHEELS, a telematics insurance product designed to reward safer driving.

  Aftermath

  The product formed part of More.Than’s motor-insurance offering before the brand later withdrew from car insurance.

  Source

• 2024

  More.Than exited car, home and travel insurance markets[1]More Thanen.wikipedia.org

  Other

  More.Than completed its withdrawal from car, home and travel insurance. Its remaining principal offering is pet insurance.

• 2023

  RSA announced the withdrawal of the More.Than brand from new insurance activity[1]More Thanen.wikipedia.org

  M&A

  Intact Financial announced that RSA would stop offering insurance under the More.Than brand. Motor-policy renewal rights were transferred to Swinton, while the home and pet insurance business was later sold to Admiral.

• 2023

  Admiral acquired More.Than home and pet insurance business[1]More Thanen.wikipedia.org

  M&A

  Admiral purchased More.Than’s home and pet insurance business for £115 million, as part of the restructuring of the brand’s insurance operations.

• 2014

  More.Than introduced SM>RT WHEELS telematics insurance[1]More Thanen.wikipedia.org

  Product launch

  More.Than launched a telematics motor-insurance product aimed at younger drivers. The product used driving behaviour to support rewards and potential savings for safer motorists.

• 2013

  More.Than became an RSPCA partner[1]More Thanen.wikipedia.org

  Campaign

  The brand formalized a partnership with the RSPCA, supporting animal-welfare activities and offering introductory insurance arrangements for some rehomed pets.

1. 1More Thanen.wikipedia.org