standard life

What standard life does

Standard Life is a fund-based life and pension insurance provider operating in Germany and Austria through branches of Standard Life International DAC, an Irish-designated activity company headquartered in Dublin and ultimately owned by Phoenix Group (LSE: PLUZ). The company traces its heritage to Standard Life plc, founded in Edinburgh in 1825, and entered the German market in 1996 followed by Austria in 1999. It sells three core products — B-SMART Invest (flexible fund-based pension from €50/month), ParkAllee (single-premium investment-linked pension from €10,000), and Maxxellence Invest (fund-based pension from €50/month) — built on a shared digital platform (the My Standard Life Portal) and a curated fund universe of more than 100 funds spanning partners abrdn, BlackRock, DWS, Fidelity, and Vanguard.

Revenue mechanics are built on recurring insurance premiums and investment management fees, with the MyFolio multi-asset fund family (five risk profiles managed by abrdn) and the Standard Life Global Index Funds (passive portfolios via Vanguard) forming the in-house shelf, and a 'Kundenbonus Flex' program rebating a portion of fund costs back to policyholders. Distribution is exclusively indirect: the company does not sell directly to end consumers, instead routing acquisition through a curated network of independent financial advisors (Vertriebspartner) supported by BiPRO web-services integration with 20+ broker software platforms, quotation software, partner webinars, and a magazine/newsletter content engine.

As of 31.12.2025, the wider Standard Life group reports approximately 12 million customers globally and €362.6 billion in assets under management, with a 176% solvency ratio and an A+ Fitch rating. The DACH branch is characterized as a small, ambitious player in a competitive market, with organizational buildout underway following the 2021 Phoenix Group acquisition.

Name

standard life

Legal name

Standard Life Versicherung, Zweigniederlassung Deutschland der Standard Life International DAC

Website

https://standardlife.at

Company type

Public

Founded year

1825

Operating status

Operating

Short description

Standard Life is a fund-based life and pension insurance provider in Germany and Austria, operating as a branch of Standard Life International DAC (owned by Phoenix Group), selling investment-linked retirement products exclusively through independent financial advisors.

Ownership category

akta.pro rank

Product category

Life and Pension Insurance

NAICS

Direct Life, Health, and Medical Insurance Carriers (52411), Direct Life Insurance Carriers (524113), Pension Funds (52511)

SIC

Life Insurance (6311), Investment Advice (6282), Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Retirement & Pension Wealth (401(k)/IRA/SIPP/Superannuation Retail) (FSAAAAAJ)

akta.pro secondary industries

Target-Date & Lifecycle Funds (FSAAAJAC), Tax-Advantaged Investing & Wrappers (ISA, 529, Insurance Bonds, etc.) (FSAAAAAL)

Keywords

• Fund-based pension insurance
• Unit-linked life insurance
• Private retirement provision
• Multi-manager investment funds
• Digital insurance portal

Headquarters

HQ city

Dublin

HQ country

Ireland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Insurance Premiums: Ongoing premium payments from fund-based pension and life insurance policies (B-SMART Invest, ParkAllee, Maxxellence Invest)
2. Investment Management Fees: Fees from fund selection and management through partnership with abrdn and other asset managers; Kundenbonus Flex rebates a portion of fund costs back to customers
3. Single Premium Payments: One-time lump sum payments for products like ParkAllee starting from €10,000

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Standard Life Versicherung provides unit-linked and fund-based life and pension insurance products (B-SMART Invest, ParkAllee, Maxxellence Invest) to private individuals in Germany and Austria for retirement provision. Products combine insurance wrappers with underlying multi-manager investment funds (MyFolio by abrdn and Global Index Funds by Vanguard) and are distributed primarily through independent financial advisors supported by the My Standard Life Portal and BiPRO web services.

Product overview

Standard Life is a fund-based life and pension insurance company offering a portfolio of investment-oriented retirement solutions. The core products include B-SMART Invest (flexible fund-based pension with cost distribution over policy term), ParkAllee (single premium investment with insurance benefits), and Maxxellence Invest (fund-based pension with premium return). The MyFolio fund family provides multi-asset investment options managed by abrdn. These products share a common platform through the My Standard Life Portal for policy management and digital services. Discontinued products include Freelax, Airbag, Maxxellence (original), and Suxxess. The company operates through carefully selected financial advisors and offers a customer bonus program (Flex) across its fund offerings.

Differentiator

Problem solved

Functional benefit

Brands

• B-SMART Invest: Fund-based pension insurance with flexible cost management, starting from 50 euros monthly.
• ParkAllee
• Maxxellence Invest
• MyFolio
• My Standard Life
• Standard Life Global Index Funds

Products and services

• B-SMART Invest

Quantifiable outcome

• 176% solvency ratio exceeding regulatory requirements
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Österreichische Krebshilfe WienminorOthers · 14 January 202618-year charitable partnership supporting cancer aftercare project 'Zurück ins Leben'. Standard Life donated €6,000 in 2026 to support holistic follow-up care for cancer survivors and their families.
• abrdn (formerly Aberdeen Asset Management)coreTechnology or IntegrationStrategic partnership for fund management and investment solutions. abrdn manages the MyFolio fund family and provides access to sustainable investment options. Over 50 ESG specialists work at abrdn. abrdn ranked #1 in sustainability category by Euro am Sonntag (2020).
• VanguardcoreTechnology or IntegrationGlobal index fund manager providing Standard Life Global Index Funds - five passive multi-asset portfolios
• BlackRock, DWS, FidelitycoreTechnology or IntegrationFund providers available in Standard Life fund selection alongside abrdn
• VEMA, scan2find-ASPOA, and 20+ BiPRO partnerscoreTechnology or IntegrationBroker software providers connected via BiPRO standards for automated document delivery (Norm 430.0) and deep link access (Norm 440)

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/StandardLifeDE
• LinkedInlinkedin.com/company/standard-life-versicherung-de

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about standard life