More Than car insurance

More Than is a trading name of the Royal & Sun Alliance (RSA) Group. It was launched in June 2001 after customer feedback convinced RSA there was a need for a modern, forward-thinking financial services brand.

The idea of calling the company More Than was aimed at reflecting the insurer’s aim to, ‘go the extra mile for the customer, deliver more than words and treat customers as individuals’.

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More Than offers home, pet, travel, business and life insurance as well as car insurance.

Royal & Sun Alliance (RSA) is one of the world’s oldest insurance companies.

It was founded as The Sun in 1706 by Charles Povey. He was convinced insurance could help prevent the suffering he saw caused by the Great Fire of London.

Royal & Sun Alliance is now one of the world’s largest companies. Its shares are listed on the UK stock exchange, the FTSE 100, and it is known by the initials RSA.

More Than gave customers who work for the National Health Service (NHS) extended insurance cover to say thank you for their efforts in battling coronavirus. 

NHS workers received:

More Than’s parent company also donated money to help those hardest hit by COVID-19

With coronavirus hitting communities around the world, RSA Insurance Group has donated around £11m to the COVID-19 Support Fund. 

The £100m fund will provide immediate relief to charities affected by COVID-19, as well as a longer-term programme of support for people, communities, and issues where there is the greatest need.

When More Than was launched by RSA in 2001 its advertising campaign featured Lucky the Dog. The character became so popular he starred in more than 20 More Than ads.

The campaign, was produced by the advertising agency Ogilvy & Mather and, called Where's Lucky? Rather than look like a plug for insurance they looked like an appeal for information about a lost dog.

People were urged to go to the website WheresLucky.com which was actually the More Than website. In the first ad Lucky managed to drive his owner’s car home without crashing it. During this five year period, the company used the slogan, More Than Lucky. 

In February 2011 More Than’s television advert ‘More Than Freeman’ starred Josh Robert Thompson using a speaking style to that of Morgan Freeman. 

Compare More Than’s car insurance policies with other car insurance providers.

The Financial Ombudsman Service received 110 car insurance complaints about More Than owner Royal Sun Alliance in the first half of 2020. That gave RSA just over 2.2% of complaints but the insurer has more than 6% market share so it received a much smaller proportion of complaints than might be expected for its size. To put complaints in context, 67 firms had 10 or more complaints each and those totalled 4,550 complaints. Nearly 200 firms had fewer than 10 each, sharing just 479 complaints between them.