Wealth management platform Moneybox wants to become a “household name” in the UK, as the fintech firm looks to build on its “exponential growth”.
The platform, currently supporting a community of more than 1.5 million customers nationwide, has over £16bn in assets under administration helping people to save, invest, buy their first home and prepare for retirement. The business is perhaps best known for its feature helping people invest their spare change.
One of the founding team, vice-president of marketing Charlotte Oates has seen the brand develop over the past decade since it launched. Wealth management platform Moneybox is looking to make the brand a “household name” in the UK, building upon its “exponential growth”.
The platform, currently supporting a community of more than 1.5 million customers across the UK, has over £16bn in assets under administration helping people to save, invest, buy their first home, and prepare for a comfortable retirement. It’s most known for its feature helping people to invest their spare change.
Charlotte Oates, Moneybox’s VP of marketing, is one of the founding members of the company, and has seen the brand throughout its ten-year journey. She says the brand started out to solve a problem that many people face.
Wealth management platform Moneybox wants to become a “household name” in the UK, as the fintech firm looks to build on its “exponential growth”.
The platform, currently supporting a community of more than 1.5 million customers nationwide, has over £16bn in assets under administration helping people to save, invest, buy their first home and prepare for retirement. The business is perhaps best known for its feature helping people invest their spare change.
One of the founding team, vice-president of marketing Charlotte Oates has seen the brand develop over the past decade since it launched. She explains Moneybox started out to solve a problem many people face.
“Millions and millions of people go through life feeling like they should be doing something more to get on top of their money, but they just don’t really know what it is,” says Oates.
The “driving idea” behind the business was to widen access to services helping people grow their money and build wealth.
“It’s an incredible privilege to be able to get up and go to work in the morning, and feel like we are building and growing a business that is genuinely helping people in their lives. It’s one of the reasons why I’ve been at the company for 10 years,” she says.
I would say that every six months in the last 10 years has been basically an entirely different job.
Charlotte Oates, Moneybox
In mid-September, the brand brought out a fresh identity to mark its 10 year anniversary and support the launch of its Aurora AI tool offering tailored advice to users.
Oates says the refresh was a work of “evolution, not revolution” carried out to better reflect where the business is today and articulate the brand’s positioning to the outside world, particularly given there’s an “ever-broadening range” of customers using the service. She claims Moneybox’s awareness is “a reasonable amount higher” than other “traditional” players in the industry.
“We’ve wanted to start building brand externally more so than we have done in the past, and really express this mission for 2030 and beyond,” says Oates.
The rebrand includes a refreshed visual identity with updated colours, fonts and illustrations, as well as a refined logo and icon. Moneybox also ran with a campaign, led by TV, highlighting how the service helps users get the most out of life, whether that’s to buy their first house in their 20s or “take the gap year you never got” in your 60s.
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TV has previously proved successful for the brand from a “direct response performance side” and to help build brand, with Moneybox choosing to run campaigns seasonally.
Other channels include a podcast sponsorship, VOD, digital video, radio and digital audio and performance channels, as well as OOH. Oates’ aim is to go beyond the range of products and services the brand offers to demonstrate their impact.
With regards performance marketing, Oates explains Moneybox is “a very data-focused business”, which has always taken an “extremely data-driven approach to marketing” to understand what messaging resonates with audiences.
This also informs the way the brand measures marketing effectiveness, as it looks to acquire “high quality customers” who are actively using the service. Brand tracking surveys, awareness and consideration, as well as a cost per brand awareness, are measured.
Early response to the latest campaign has been “encouraging” for Moneybox, particularly in terms of awareness and consideration.
A marketing journey
During the company’s 10-year journey, what constitutes marketing has evolved a “huge amount”, says Oates. What hasn’t changed is the belief marketing starts with a great product. She explains the relationship between marketing and product is “really tight” and has been “critical” to the brand’s success so far.
“All of the advertising and marketing activity that we do across organic channels and paid channels is to supercharge the underlying growth we’ve created by building a service that meets our customers’ needs on an ongoing basis,” says Oates.
Word of mouth has been key for the business, while social media has also become a “really big part” of the marketing mix, whether that be through influencers or promoting the success stories of people who have used Moneybox.
One of Oates’ biggest learnings from the past decade is the need to meet customers where they are. The brand refresh is seen as a “stake in the ground” to “supercharge the growth of the business” and move messaging towards real-life storytelling and mass market awareness.
The nature of the business that we’ve created and the marketing function is that it’s very embedded within the wider company.
Charlotte Oates, Moneybox
Moneybox has grown from a team of five to 450 and over the 10 years since it launched the marketing landscape has shifted.
“Fifteen years ago, performance marketing was quite a new idea in some ways. There were obviously some brands that were using it but, for us, we had real first mover advantage,” says Oates.
“One of the reasons why we actually built the Moneybox app-first is because mobile media was so much cheaper than desktop. Nowadays, it seems crazy to think that there’s a real opportunity here for us to buy advertising on Instagram, because it’s so much cheaper than buying it on newspaper websites.”
Within financial services, she sees marketing as “the bridge between businesses and people”.
“We now see ourselves in quite a different situation where we’re breaking a binary between traditional wealth managers, who have established businesses, who’ve been around for decades, and then smaller fintechs and neobanks. We’re trying to do this thing of actually wealth building for the mass market,” says Oates.
The rise of competitors has been beneficial in enabling the brand to tweak its messaging towards why consumers should choose Moneybox, rather than explaining the details of what its products do.
“It’s been fascinating to see it evolve and an absolutely brilliant journey for me. I would say that every six months in the last 10 years has been basically an entirely different job,” says Oates.
“It’s very important marketing doesn’t exist in a silo, in its own area. The nature of the business that we’ve created and the marketing function is that it’s very embedded within the wider company.”
‘Hockey stick growth curve’
Oates has also built out her team from scratch. While at first she was only person in marketing, she now has a team of 25, meaning areas such as paid marketing can be scaled as there are five separate departments, including PR.
This has allowed for communications to be tailored to customer feedback, helping the brand provide tailored advice for individual product journeys, in line with a wider company push towards “more personalised” journeys.
When looking for new talent, Oates wants them to be self-starters who are “passionate about the mission”.
“Even in the early days when Moneybox was a fledgling business, we were quite keen that people had used the app or were customers, so they were actually super engaged in the thing that we were trying to create,” she explains.
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The company has a philosophy that when you hit on a winning formula in one area, that’s not necessarily the answer in another.
“We need to constantly be on the edge of new thinking and new ideas. It’s not just us reusing last year’s formula and doing that plus 10%, because that won’t be the answer. What has allowed us to succeed in 2025 won’t be the same in 2026,” says Oates.
She claims “agility” is essential if the company wants to achieve “exponential growth”.
“The business is on a hockey stick growth curve, so we will absolutely need to continue to grow the business through new customer acquisition – that’s a big priority. And obviously continuing to deepen our relationship with the existing customer base,” Oates adds.
Moneybox wants to ensure it’s “in lockstep” with customers to understand what they need from the company’s products, regularly taking their feedback on board. This approach will see the brand “well positioned for the future”.