A new life insurance company aiming to disrupt the market has appointed media planning and buying agency Mostly Media to handle its launch.
Primas Life has been co-founded by Grant Fowler – chief executive officer and senior solicitor at Harris Fowler, one of the UK’s top firms of personal injury solicitors. 
The company aims to break down the traditional barriers consumers face when considering buying life insurance.
Mostly Media, which buys advertising on behalf of its clients on TV, digital, press, out-of-home, cinema and radio, launched the Primas Life campaign on ITV last week.
The agency, based in the Glove Factory Studios at Holt, near Bradford On Avon, worked closely with the sales team at ITV, using the broadcaster’s Business 4 All value proposition and the ITV creative team to bring the idea to life.
The campaign features the voice of Oscar-winning actor Chris Overton, who simply explains Primas Life is doing things differently and that customers have access to a rewards package that means they can save more than they pay.
Taunton-based Primas Life offers a pure digital process with no long forms to complete – an applicant answers five simple health questions, sets their own monthly payments and is entitled to a rewards package that can save the average family more than £1,000 a year.
Mostly Media managing director Stuart Smith said: “I have worked closely with Grant across his other businesses for nearly 20 years. 
“His gut feel for what consumers want and often need is quite incredible. The whole team at Mostly has been so excited to work on such an innovative product and to see all the pieces fall into place has been fantastic.”
Grant Fowler, who set up Harris Fowler in 1994, added: “It’s incredible to see our vision come to fruition. Most people know they should have life insurance but it’s often put in the ‘too-hard, too-expensive and I’ll get round to it’ pile.
“Our product makes life insurance easy to access, affordable and our customers will have access to a fantastic package of ongoing rewards where they literally can save more than they pay.
“We have always had a fantastic relationship with Stu and the entire team at Mostly and we are all hugely proud of what we have achieved so far and can’t wait to see how far we can take this.”
The Primas Life account win follows Mostly Media’s success in securing work with collectables 288 Group and the Glasses Direct brand, the UK’s leading online prescription eyewear retailer.
