The Financial industry is notoriously perceived for being dry and in this age of social media and quick fixes, a modernisation is needed. Of course, that’s not the complete case but in many cases it is true. However, change is upon us. Banks such as Monzo, N26, and financial services such as the app Moneybox, and money management app Curve are freshening up the industry. Taking to the online platform with clean, accessible apps or using vibrant marketing campaigns have allowed these companies to capture a decent proportion of the younger generation even in the shadow of the big 4 in the UK. This article will show you the ways in which companies are beginning to modernise the financial industry.

Applications

Several new banks have been created in recent years, which only have a banking app and no branches. According to the Financial Times, 7/10 people now bank online. This increase in online banking led to the creation of these new purely online banks such as Monzo, Starling, and N26. With their simple, well designed, uncluttered apps they are able to obviously help with budgeting, money movement and making general use more enjoyable for their customers. Furthermore, their real-time notification system allows high levels of clarity for their customers whenever money is spent or received. The apps are also super easy to use. Starling bank priding itself on its customers being able to set up a current account in under 2 minutes.

You would expect there to be a downside to these online banks however they even have competitive interest rates on their internal savings accounts. Monzo bank has a 1% interest rate compared to the 0.2% of Lloyds’ ‘Easy Saver’ account. All these online banks still have your money covered by the Financial Services Compensation Scheme. So there is no need to worry about the safety of your money. Even transactions abroad are better than good, cash with drawals are free! If you’re in the process of making or redesigning your app and are looking for help then check out our page for marketing and design tips.

Aesthetic Branding

No one likes looking at ugly things. That’s why all these new companies have heavily invested in attractive branding. From their websites/apps to their cards, they focus on being very pleasing to the eye. People use their banking app a lot, and having an ugly app on your home screen isn’t what you want. Take MoneyBox for example, it’s an app which rounds up your everyday purchases to the nearest pound and invests the spare change you’ve accumulated. Not only is the product very appealing to people but so are the visuals used in their adverts. All their logos are also simple, uncluttered and fresh with use of in trend pastel colours along with attractive cartoon graphics.

The new companies have also invested in the design of the bank cards themselves. Monzo created a very eye-catching, conversation-starting “coral pink” card, N26 went down the route of a sleek, stylish metal card, and Starling decided to flip the card completely which we think is very cool. This is a huge change from the boring/old fashioned cards of The Big 4. You may think it’s a small difference but in a sector with very little differentiation and high competition and a society fixated on image, it makes a huge difference. Barclays has been trying to move toward this style, allowing people to choose their card photo.

Playful Advertising

The financial sector (especially banking) is very characterless and faceless and this has been a detriment to the business. People like real people. You can appreciate when someone on an ad is very meticulously following instruction to great success however it’s fake. More recently banks and other financial services such as loan companies comparison sites have started to be more light-hearted with their advertisements. An example of this is HSBC’s ‘Global Citizen’ advert which used the talent of well-known comedian Richard Ayoade.

To be successful as a brand it will really help you to put a face to what you do. If you run a social media page then rather than post after post of infographics or computers, take a photo of your team or someone at work. Take a tip from Social Influencers. All the most successful ones have a face to their channel and other smaller successful ones reach a point where their growth is stunted and a face reveal is needed to continue growing.

So what do I do with all this useful information?

You need to take a step back and evaluate your business. “Do my logo, website (and app potentially) accurately convey what we do as a business?” if the answer is yes then that is great, but you need to ask yourself another question. “Is using my website an enjoyable experience or is there room for improvement?”. The chances are unless you are one of the brands mentioned in the finance sphere then you might want to consider a revamp. Maybe a new logo or website design which will elevate your brand or potentially your next ad campaign won’t just be some words on a screen but an engaging skit.

What can financial services companies learn from B2B social influencers to attract more clients

 

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