How Your Brand Experience Gives You an Edge in Financial Services © Brightful Ltd 2

WE ARE BRIGHTFUL —

How your brand experience gives you an edge in Financial Services © Brightful Ltd 2

We are a change agency specialising in solving brand, digital and culture problems for complex businesses.

We only work with brave brands ready to tackle problems in new ways.

WE ARE BRIGHTFUL. YOUR PROBLEM. SOLVED. © Brightful Ltd 3

READY? HERE WE GO… — HOW YOUR BRAND EXPERIENCE GIVES YOU AN EDGE IN FINANCIAL SERVICES

3 © Brightful Ltd 4

#1 — TRUST THROUGH UNDERSTANDING (rather than focussing on rewards) © Brightful Ltd 5 WHAT IS THE PROBLEM?

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Financial Service providers often focus on product rewards rather than positive outcomes for their customers by withholding information and tools that would be of actual value. Do you understand customer behaviours and motivation and are you supporting them to improve their behaviour and understanding of ﬁnances? Even if it’s not necessarily the best approach for your own bottom line?

In an increasingly disrupted market with increasing competition this approach builds genuine customer trust and loyalty. 5 © Brightful Ltd 6 Strong competition? — Brand relevance is especially high in categories that offer almost unlimited choice

https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/driving-business-growth-by-zeroing-in-on-the-consumer-decision-journey © Brightful Ltd 7

#2 — MAKE IT ACCESSIBLE (not hidden like a treasure) © Brightful Ltd 8 WHAT IS THE PROBLEM?

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Many leading FS providers have started to create useful tools that help customers understand and get a better grasp of their ﬁnances. But it often requires digging, chasing, calling and research on behalf of the customer to get access to those tools. Or tools are rolled out so slowly it takes months for customers to get access to them depending on their last name.

Why not be proactively helpful as part of your

8 brand DNA? © Brightful Ltd 9

#3 — DON’T FORGET THE HUMAN (even if AI does the heavy lifting) © Brightful Ltd 10 WHAT IS THE PROBLEM?

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AI, machine learning and bots are essential in ﬁnancial services to make large data sets accessible. But at the end of each interaction is always a human being and that interaction is a crucial part of your customers’ brand experience.

Make sure to use bots and AI in a way that supports humans and puts them in control. AI driven processes in particular need to be humanized.

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#4 — A MISSION BEYOND MAKING MONEY (we all understand proﬁt is important) © Brightful Ltd 12 WHAT IS THE PROBLEM?

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Trust in Financial Services has been heavily eroded. Decades of one ﬁnancial crisis that seems to hit the customer harder than the perpetrators means that trust in banks and ﬁnancial institutions is at an all time low.

Regaining trust is not a fast and easy fix, but finding a genuine purpose that benefits communities and society beyond just making profit is one way of connecting with customers and restoring belief in employees.

12 © Brightful Ltd 13 Leading the charge — ANZ: “[...]our purpose encompasses increasing economic participation, so instead of just sponsoring refugee advancement programs, we can now frame them so that bankers can say ‘these make sense to me and I now know how I can support them.’”

JP MORGAN: Jamie Dimon and other leaders at some of the world’s largest companies said they plan to abandon the long-held view that shareholders’ interests should come ﬁrst amid growing public discontent over income inequality and the burgeoning cost of healthcare and higher education. The purpose of a corporation is to serve all of its constituents, including employees, customers, investors and society at large, the Business Roundtable said Monday in a statement. Dimon, the chief executive ofﬁcer of JPMorgan Chase & Co., heads the group.

https://www.forbes.com/sites/michaelchavez/2018/07/31/the-power-of-purpose-in-financial-services/#42ae8f1d323f https://www.bloomberg.com/news/articles/2019-08-19/jpmorgan-s-dimon-among-ceos-rejecting-shareholder-centric-model © Brightful Ltd 14

#5 — HOW DISTINCT IS YOUR BRAND PERSONALITY? (use tone of voice to your advantage) © Brightful Ltd 15 WHAT IS THE PROBLEM?

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Strong brands understand brand personality and tone of voice (TOV) and use it to their advantage. In a sea of same of blue and bland messaging with boring disclaimers, opportunities are missed on a daily basis.

Smart Fintechs use clever branding and positioning to their advantage by deﬁning and showing real brand personality and customer insight. Coupled with a distinct TOV and direct language that resonates it’s a powerful differentiator.

If you think your tone of voice is not that important,

15 think again. © Brightful Ltd 16 Brands that get it — MONZO: “We're building a bank, together By solving your problems, treating you fairly and being totally transparent, we believe we can make banking better.” Monzo’s customer ﬁrst approach comes through in all their communication and has made them one of the most loved NEO bank brands in Britain.

PAYPAL: Paypal’s focus on speed, ease of implementation and taking the pain away from both merchants and customers has made it the leading online payment process providers with over 55% market share. And their communication and messaging supports it each step of the way: “Send money in seconds. Do more with friends – send money, split bills and pool funds from friends quickly and easily, with just a mobile number or email address.” https://www.datanyze.com/market-share/payment-processing--26 © Brightful Ltd 17 Brands that get it — STARLING BANK: Changing Banking For Good.

Starling Bank is an award-winning and fully-licensed bank built to give people a fairer, smarter and more human alternative to the banks of the past that helps them understand how they spend their money. We also love their human tone of voice: “They said it couldn’t be done - but we did it anyway.”

https://www.starlingbank.com/ © Brightful Ltd 18

PREVIOUS EXPERIENCE — OUR TEAM HAS HELPED QUILTER AND OTHER GLOBAL FS BRANDS AND FINTECHS SHAPE THEIR BRAND AND PERSONALITY

HOW WE HELPED A GLOBAL FINANCIAL SERVICES COMPANY TO REBRAND.

18 © Brightful Ltd 19 OUR TEAM HAS ALSO DELIVERED WORK FOR —

Quilter, HSBC, Barclays, Lloyds Banking Group, Standard Life, LPEQ, BIMA mobile, GSK, Shell, IBM, Coca-Cola HBC, Vodafone, Maritech Holdings, Unilever, TEDX, Fairtrade Foundation, Diageo, Costain, Marks & Spencer, BP, Mace Group, Arup, Great Portland Estates, Laing O'Rourke, Laura Ashley, Essentra, Mott MacDonald, WRAP, Recycle Now, INEOS, Nautilus International, Maersk, KPMG, NHS, Centrica, E.On, EDF Energy, SKY, Morrisons, TetraPak, Royal Navy, Marks & Spencer, BBC. © Brightful Ltd 20

WOULDN’T IT BE GREAT IF YOU HAD… — YOUR BRAND, DIGITAL & CULTRE PROBLEM. SOLVED.

20 © Brightful Ltd 21 YOU’VE TAKEN THE FIRST STEP TO SOLVING YOUR PROBLEMS…

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“Sometimes the easiest way to solve a problem is to stop participating in the problem.”

JONATHAN MEAD

WE EXIST TO MAKE YOUR PROBLEMS DISAPPEAR. POOF.

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Digital culture strategy and delivery

Deﬁning or reﬁning your purpose, mission and values

Brand messaging by audience

Experience mapping

Brand guidelines, TOV

Brand assets (photography, illustrations, ﬁlms, copy)

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how to create how to deﬁne how to move how to thrive brand the problem forward faster at remote experiences before jumping and get working with purpose to solutions things done in large organisations © Brightful Ltd 25 A PROBLEM SHARED IS A PROBLEM SOLVED.

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WORK WITH A SENIOR EXPERIENCED TEAM THAT KNOWS HOW TO SOLVE BRAND PROBLEMS FAST. NO SENIOR PITCHES WITH JUNIORS LEARNING ON THE JOB. 25 © Brightful Ltd 26

We are a change agency specialising in solving brand, digital and culture problems for complex businesses.

We only work with brave brands ready to tackle problems in new ways.

A PROBLEM SHARED IS A PROBLEM SOLVED. — BOOK YOUR FREE HALF HOUR PROBLEM SOLVING CONSULTATION