Trust in UK financial services is low. 42% of UK adults believe that financial firms are not honest and transparent [FCA UK Financial Lives 2018]. Plus, people feel personally ripped off - insurance premiums rising, poor mortgage rates, energy tariff hikes and high bank charges just to name a few. And it’s not just the banks that are at fault here, price comparison sites treat customers and their money very flippantly and there is little in the way of tangible differentiation within the category. Couple this with the fact that only 37% of UK adults say they are highly confident in managing their money and you’ve got a recipe for stress.
The problem we’re solving: Saving money isn’t EPIC!, it’s exhausting.
MoneySuperMarket have recognised this and are repositioning their business to become a brand that removes sources of financial anxiety. Their purpose is to help people experience the wonderful calm feeling of financial control. We’re getting to calmness through focus.
The task is to develop a renewed visual and verbal identity to support this repositioning.
This means standing up for what we believe in and standing out from the category, clearly and consistently, so we can be more memorable, more purposeful and more flexible in the future.
