Starling Strengthens Marketing Team as It Prepares Major Brand Relaunch With New ‘Good With Money’ Platform

Starling Good with Money is the main part of Starling Bank‘s brand relaunch that is coming up. The bank has strengthened its marketing leadership as part of this plan to deliver on its promise of values-led banking and financial well-being.

Starling’s ‘Good with money’ platform is supported by the bank’s central mission that one day, everyone in the UK will have a healthy relationship with their money. This mission is a response to the challenging financial landscape for people in the UK, with more than half of UK adults worried about the state of their finances.*

Starling aims to encourage customers to take active control of their finances by using its in-app features and tools that make money management an everyday habit. Starling plans to release more features that guide customers towards financial wellness, with the bank recently launching Spending Intelligence, a UK-first banking feature that lets customers ask questions about their spending habits.

“Starling’s app-based approach to banking changed the sector for good. Now we have a new mandate to change the UK’s relationship with money,” Michele Rousseau, Chief Marketing Officer at Starling, said. “There’s a misunderstanding that being Good with money is about having a lot of it, when in reality it’s about knowing what to do with it. We believe that with the right tools and the right mindset, financial wellbeing can be in reach for everyone.”

‘Good with money’ will feature on a series of creative executions across owned and above the line channels later this year, which will be created by Starling’s in-house studio in partnership with newly appointed brand and creative partner, The Sunshine Company. The bank is also in the process of refreshing its visual identity, with an updated logo, colour palette and app design – designed in collaboration with Wolff Olins – set to follow. The Starling Good with Money platform is in line with the bank’s goal of providing financial services that put customers first and have a purpose.

Four new senior hires have joined Starling’s marketing team to help deliver the new brand, including a Brand Strategy Director, Brand and Product Marketing Director, and two Executive Creative Directors. The newly created roles have been filled by Indiana Matine, John Harrison, Neil Cooper and Rachel Sullivan, who bring experience from Expedia Group, BBH, Wieden+Kennedy, Wolff Olins and Conde Nast.

“Starling has proven its worth as a bank that fits into people’s everyday lives. Our challenge now is to go a step beyond that, by tackling the inertia within banking and the perception that banking is a utility. We’re drawing inspiration from wellness and sports brands, with a mission to make money management an everyday action that can improve your wellbeing,” Rousseau continued. 

Starling Bank is positioning itself as a leader in responsible, values-based fintech with the launch of Starling Good with Money. Starling will announce its new media agency this summer following a competitive pitch process.