The research was enlightening and illustrated how respected LUS was as a service and how clients relied on their subscription-based services and their consultants to stay compliant. None of this came across in their current branding or messaging and, based on the feedback, FIG recommended a full rebrand. The rebrand included a rename to The Compliance People to reflect the people-centred nature of the highly-regarded professional consultancy service.
Part of Newground CIC and originally established as a Groundwork Trust in 1990, profits from LUS are given to charity. With new market entrants positioning themselves as SaaS (software as a service) compliance providers to compete with LUS, there was a need to lift the name, branding and positioning in line with its significant legacy, experience and propriety system.