Quilter turns financial planning into prime-time TV

Joint developed the campaign to encourage consumers to think differently about financial planning

Independent creative agency Joint has expanded Quilter's Money Needs a Plan campaign to television for the first time, marking the wealth management company's largest brand campaign to date. The five-week campaign spans television, broadcaster video on demand (BVOD), social media and digital channels.

Joint developed the campaign to encourage consumers to think differently about financial planning by using humour to challenge the idea of leaving money inactive rather than relying on traditional financial services messaging.

TV campaign supports brand platform

The campaign is Quilter's first television advertising initiative and features a hero film directed by Tim Godsall. Alongside broadcast activity, the campaign includes digital content photographed by James Day and executions across Meta, LinkedIn and Reddit.

Jo Harris, Chief Customer Officer, Quilter: "Most people have things they want to achieve in life, whether that's buying a home, supporting their family, retiring comfortably or simply feeling more in control of their finances. But those goals can be much harder to reach without a plan.

"This campaign is all about helping people see that financial planning doesn't have to be complicated or only for the wealthy. It's about having a clear idea of where you want to get to and taking practical steps to move in the right direction.

"By taking Money Needs a Plan to TV for the first time, we will reach more people with a simple message that whatever matters to you in life, having a plan for your money can help you get there."

Bountiful Cow leads media strategy

Media planning and buying has been handled by Bountiful Cow. The campaign runs across Sky, Channel 4 and broadcaster video on demand services, using Office for National Statistics postcode data to target affluent areas across the UK.

Programming includes The Piano, Taskmaster, Formula 1 Highlights, live Premier League football, Formula 1 and cricket. The campaign also uses 40-second video-on-demand executions across ITVX, Amazon and Channel 4 to extend storytelling.

George MacKean, Business Director, Bountiful Cow: "Quilter's first TV campaign required a media strategy that balanced broad reach with smart audience targeting. Premium broadcast delivers the scale, trust and emotional impact needed to introduce the brand to a wider audience, while our digital strategy allows us to continue that conversation in environments where people are actively thinking about their financial future.

"Rather than relying solely on demographic targeting, we focused on reaching people in the right contexts and mindsets. Reddit gives Quilter a Relative Advantage because it's still an underutilised platform for financial services brands, allowing Quilter to directly engage communities in moments of genuine consideration instead of competing for attention in crowded channels. It's an approach that ensures Quilter isn't just reaching the right audience but reaching them when they're most receptive to thinking differently about their money."

Joint focuses on accessible financial messaging

The campaign forms the latest stage of the Money Needs a Plan platform, which Joint has developed to make financial planning feel more accessible through straightforward and relatable creative.

Algy Sharman, Chief Creative Officer, Joint: "It has been so rewarding to see how this brand platform can extend into other channels, including some fantastic new digital and experiential work as well as Quilter's first ever TV spot. It is smart, funny but most importantly persuasive."

www.quilter.com

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