Making financial planning more personal and enjoyable
Let’s talk about money !
Role
Strategy Director at Output
Client
Octopus Group
Industry
Finance, Technology
Scope
Brand Positioning | Brand Strategy
Date
2023
Credit
Brand + Digital Design by Output
To support people who are not yet ready to plan for the long-term, Octopus Money is launching the UK’s first one-to-one budgeting support service available through workplaces.
But are we ready to talk about money in this way? And how can we help people plan their future better?
The Insight
Good, sound financial advice that is truly personal is the reserve of just a few — primarily due to its cost. And as a nation we tend to be apathetic or stressed when thinking about money. There is a vast aray of products available but none that takes into account all aspects of our lives such as pensions, savings, big life goals… Creating a plan that works for someone starts with talking, not about money, but the life someone wants to have. Money is only the mean to get there.
The Strategy
Through their workplace, employees will be matched with a dedicated coach that develops with them a financial plan. Through a tailored programme they will save money, build lasting habits and create a personalised budget that helps them turn their dreams into reality.
Brand Identity
The result is a new brand that is approachable and engaging, helping people move through their anxieties around money to a more positive place — ‘a brand that is less broccoli, more chocolate’.
A brand for individuals that looks like a scrapbook where people can create their own ideas about how they want to live. And the energy and confidence to create a financial plan that supports their ambitions and dreams. Be it buying a house in Spain, dancing tango in Argentina or learning Mandarin.
The Impact
Over the coming year, Octopus Money will also be looking for opportunities to launch new services that offer customers deeper money and emotional support through big life events.
