Children’s Mutual unveils midwives tie-up to target expectant mums

Specialist financial services company The Children’s Mutual is to market its products to expectant mothers and parents of newborn babies through nurses and midwives.

As a result of a deal with Global Baby, Children’s Mutual will be able to target its marketing material for its children’s savings products at mothers-to-be as part of an antenatal care pack that includes samples, such as nappies, together with literature on child development. Expectant mothers will receive a marketing pack after their second scan, and a further pack after the birth of the child.

The initiative was overseen by marketing director David Halliday, who says the tie-up is partially in preparation for the Government initiative that gives every child born after September 2002 £250 in a Child Trust Fund. Children from poor families will receive £500.

The Government is expected to issue its final recommendations for the Child Trust Funds later this month, including the price cap on the products, which will determine how many financial services companies decide to offer the products and how much they will have to market them.

In January last year, Tunbridge Wells Equitable Friendly Society rebranded as The Children’s Mutual. The company is fighting a rearguard action to protect its registered trademark, Baby Bond, as the name is gaining currency as the Government’s new savings proposal.