How to be human as a financial services brand
The race to the top has been dominated in the last 10 years by technology brands. Look at any list that celebrates the most valuable and meaningful brands today and you’ll be hard-pressed to find a brand in the top 10 that isn’t tech, telco or internet.
Paul Cash of Rooster Punks on humanising financial brands
Brands like Apple have led a revolution in business thinking, pioneering the concept that people don’t buy what you do, they buy why you do it. And tech brands have diligently followed suit to carve out a more purposeful way of doing business.
Now, with the Financial Conduct Authority and Prudential Regulation Authority supporting the authorisation of new banks and global investment in fintech growing, it is time for financial services to take the stage.
This new spotlight and attention on the financial services sector will undoubtedly usher in new ideas, smarter products, better talent and hopefully a more human approach that will allow financial brands to have their moment in the sun.
Key to all of this has to be an absolute focus on putting the needs of customers first. We’re all bored with the rallying cry 'let’s make a profit at any cost'. It's time to figure out a new ideology; to care for customers, engage employees, and still be commercially successful.
Money in all its forms plays a critical role in our lives. And yet when our relationship with money goes wrong, it can have serious consequences, potentially jeopardising our home, our job, our family, our future and our well-being. The financial services industry has a responsibility to respond better to people’s needs.
We know a human approach (going with your gut and building an emotional and honest connection with people) is defining the next generation of brands, but the practicalities of how you do it need de-mystifying.
Rooster Punk has taken that mission and went out to interview the leaders of Metro Bank, Aviva, Co-op Bank, Virgin Money, Profile Pensions, Just, Squirrel, Bankable and RightInDem to uncover the practical ideas and application they are taking to humanise their businesses. Stay tuned as we’ll be launching the findings with The Drum in April 2017.
We believe finance can enhance the lives we all live... come and be part of the revolution.
Join us with Metro Bank, Profile Pensions, Just and Squirrel to find out how financial services brands can humanise on 5 April. RSVP to claire.vanderzant@roosterpunk.com.
Paul Cash is owner and chief executive officer at Rooster Punk.
Content by The Drum Network member:
Rooster Punk
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