Summary
As part of its commitment to inclusive capitalism (making money whilst 'doing good') Legal & General Retirement Living Solutions (L&G) was created to enable people to 'lead longer healthier, independent lives through retirement'
The challenges around care funding have been well researched, but less is known about the experiences of those seeking care. L&G needed to:
- gain a 360° understanding of the care-seeking journey through the minds of those trying to make sense of and navigate through it; and
- establish the key emotional components needed to give credibility to the L&G brand in this space.
These are notoriously difficult...