Lateral, a new health insurance start-up, is challenging industry stereotypes with its first-ever advertising campaign, targeting the active and affluent over-60s market. The campaign aims to disrupt a category Lateral says has failed to keep pace with the modern needs of this demographic.
The nationwide campaign, running from April 6th to 26th, features a series of 6-sheet posters across rail networks and street furniture. The creative, developed in-house, directly confronts the conventional, often “slow, grey, and tired” portrayal of later life. Instead, it positions Lateral as the modern health insurance solution for a dynamic and independent audience who see their post-work years as a time for new ambitions.
The strategy behind the campaign tackles the perceived lack of innovation in the Private Medical Insurance (PMI) sector. Lateral argues that most PMI products are not tailored to later-life needs, resulting in complex and costly plans that are misaligned with the lifestyles of today’s over-60s.
“Our audience has no intention of stopping, but the insurance industry often treats them as if they have,” said Dan Russell, CMO of Lateral. “This campaign is our opening statement. We are using targeted OOH to directly challenge the lazy clichés of old age and introduce a health plan built for how our audience lives today—not 20 years ago. We are here to rethink products for active over-60s, and our marketing will always reflect the vibrant, forward-looking reality of our members.”
Launched in January 2026, Lateral’s first product, The Lateral Health Plan, is designed to complement the NHS by providing affordable options for private care where it’s most appropriate. This needs-based model allows for a more accessible price point specifically for people in their 60s and 70s.
The OOH nationwide campaign will be supported by an integrated strategy including social media, direct mail, and a PR program focused on the theme of healthy ageing.
The creative team was led by CMO Dan Russell, Creative Directors Zac Ellis and Richard Holmes, and Designer Eloise Adler.
About Lateral: Lateral is a new financial services company founded with the sole purpose of rethinking health and wealth products for the UK’s active over-60s population. Through needs-based product design and a customer experience that authentically reflects its audience, Lateral is set on banishing the clichés of old age.
