St James’s Place was founded by old-school life insurance salespeople, and is one of the few life insurance companies with salespeople which is still around and (very) profitable. The founders stuck to their supposedly-outdated business model through thick and thin and have outsold and outlasted many a competitor and you can’t do that without plenty of satisfied customers. I don’t like them and would never work for them but they show the power of sticking to your knitting; which I bet they’ll continue to do.
“Amazon invades financial services with home insurance launch”
Amazon, like Musk, and Branson before them both, can afford to try lots of stuff and fail at some.