Moneybox Unveils Brand Refresh Alongside Launch of New ‘Aurora’ Engine

Moneybox, the award-winning wealth management platform, has unveiled a new brand identity that reflects its evolved mission to give everyone the means to get more out of life.

The brand refresh comes ten years after the company first set out to transform the way people across the UK save and invest. It marks an exciting next stage in the company’s journey, with the launch of ‘Aurora’ — its expert-led, AI-powered engine designed to deliver financial guidance and support at scale.

Moneybox currently supports a community of more than 1.5 million customers across the UK with over £16bn in assets under administration (AUA), helping people to save, invest, buy their first home, and prepare for a comfortable retirement.

The refreshed brand identity and mission expands on Moneybox’s founding vision that building wealth should be possible for everyone. It’s a vision underpinned by the belief that wealth is not about the money, but about what money makes possible.

Charlotte Oates, VP Marketing and founding team member at Moneybox commented, “Most of us weren’t taught about saving and investing at school, which is why decision-making when it comes to our personal finances can feel so arduous and complicated. The industry is complex and fragmented, and getting support making financial decisions has traditionally been hard to access.

This is a problem we’ve been addressing at Moneybox for 10 years. We’re immensely proud of the progress we’ve made but there are still millions of people across the UK who feel anxious about money, aren’t sure where to start or how to take the next step. Our new Aurora engine will streamline and personalise financial guidance in a way that simply hasn’t been possible before, and is a truly exciting development for the business.

At Moneybox, we believe building wealth — and the freedom, opportunities, and peace of mind that come with it — should be possible for everyone. This is the inspiration behind our updated mission statement: to give everyone the means to get more out of life.”

A Modern Visual Identity and New Campaign

Moneybox worked in partnership with Ragged Edge to define the brand, and the refreshed visual identity includes updated colours, fonts, illustrations and a refined logo and icon.

The new Moneybox logo is an evolution from its previous aqua wordmark and icon and speaks to the ever-growing range of customers the brand now supports. The wordmark is now in the brand’s canopy colour, while the icon retains the iconic aqua circle. As well as signifying growth and horizons, the icon has a technical meaning relating to the different elements of financial planning – the left hand side represents the short-term goals customers set money aside for, the circle represents how they are allocating money towards their goals and the right hand side represents future projections and a customer’s growth trajectory over time.

To launch the new look and feel, Moneybox is rolling out a nationwide, through-the-line campaign, showcasing its suite of products and services as the means to help people get more out of life. The campaign will span a range of channels, with TV being a lead asset.

Produced with content agency WING, the hero brand film uses a single fluid camera shot to give a snapshot of a customer’s life accompanied by a VO narrative explaining what wealth is really about – from the space you always dreamed of to investing in life’s greatest asset, you. Three additional adverts spotlight the everyday ways that Moneybox helps people get more out of life, from saving for a first home to having the freedom to choose how you spend your time. Delivered with warmth and relatable moments of humour, the creative is designed to resonate with Moneybox’s broad and diverse audience. The campaign premieres on ITV’s primetime show Win, Win on Saturday, 20th September.

The campaign will run across a broad mix of channels combining TV, VOD, digital video, radio and digital audio, podcasts and performance channels. It will also include high-impact formats such as outdoor and prime-time TV sponsorships alongside selected partnerships to extend reach and engagement among new audiences.

Introducing Moneybox Aurora

Building on its mission to give everyone the means to get more out of life, Moneybox has also today unveiled Aurora, its new expert-led, AI-powered engine designed to help people make smart, confident choices with their money.

Aurora combines human experience with the latest advancements in technology and AI to deliver tailored financial guidance at scale — making high-quality support available to everyone. Developed over two years with transparency and human oversight built in, Aurora reflects Moneybox’s commitment to using AI responsibly to deliver improved outcomes customers can trust.

The first iteration of this technology is a free, tailored plan based on a customer’s financial ambitions  with actionable steps and helpful nudges to keep them on track. The new service is currently being rolled out, with a beta version launching to some existing customers this week. Future updates will expand the service with new tools, personalised content, and access to coaches, creating a simple yet powerful way for people to feel more confident about their financial futures.

With its refreshed brand, evolved mission, and the launch of Aurora, Moneybox is better positioned than ever to grow its community, deepen relationships with customers, and be a trusted partner throughout people’s financial lives — giving everyone the means to get more out of life.