Cutting out the middleman



West Bromwich Building Society launched a guaranteed equity bond (GEB) with a 150% participation rate at the end of August, the highest so far from any UK provider. "As West Bromwich's first direct marketing campaign, we have taken commission away from ourselves and used it to offer higher participation rates," says Andy Heseltine, marketing manager at the building society. In fact it's all part of a growing trend in which direct marketing seems to be in the ascendance.

West Bromwich usuall

To continue reading...

You need to sign in to use this feature. If you don’t have a account, please register for a trial.

Sign in
You are currently on corporate access.

To use this feature you will need an individual account. If you have one already please sign in.

Sign in.

Alternatively you can request an indvidual account here: