The Challenge
While our client held strong brand recognition, a competing neobank was quietly building a £26 billion empire among under-35s. With the announcement of their 10 millionth customer and an average user age of 33, the neobank was redefining what banking meant to an entire generation. Our client faced an urgent question: how to compete with neobanks rewriting the rules of engagement.
The Work
We deployed a four-part research programme combining digital intelligence with human insight. Analysis of 450,000 social conversations revealed the neobank’s real secret wasn’t their coral card or fee-free travel, it was making daily money management feel effortless and even enjoyable. We witnessed how features like instant spending alerts and integrated money pots created genuine emotional connections.
The Impact
Our client received two parallel strategies: renovate their everyday banking experience to emphasise ‘today’ moments, whilst leveraging their established credibility when their competitor stumbles. The research revealed critical vulnerabilities in the competitor’s scaling challenges and limited product range, providing clear opportunity spaces where our client’s breadth and trustworthiness could win.
