Smaller fish fight back

The dominance of financial powerhouses in the banking sector led the next tier of banks to passionately highlight what they weren’t – as much as what they are.

Challenger banks were born.

These adopted more approachable and human brand personalities, sharing values and outlining principles. Great.

Why then do so many still end up forgetting everything that makes them unique when marketing products? Like shy children, they lose their voices, look at their shoes and talk about features.


Especially when emotional response messaging has proven so effective across most other sectors. It’s even proven to work in Financial Services.

If the sector doesn’t start talking to customers like real people, then new challengers will quickly throw them off their perch. A challenge to the challengers. Natural evolution perhaps?