Wallflowers don’t get to dance. In saturated marketplaces, such as financial services, where B2C and B2B products and services regularly blur into a sea of sameness, harnessing the standout power of brand personality is crucial. It’s no longer enough to have a quality product; how a brand shows up and engages is what truly sets it apart. 

In our overpaced world we’re at a point of filtering out the noise – with exposure to 4,000 to 10,000 ads daily[1] and making 35,000 decisions a day[2]. Which is why brands need to be memorable. Audiences aren’t just looking for features – they’re seeking meaningful connections. 

In the helter-skelter chase for growth, financial services brands will continue the innovation charge – from self-directed investment platforms; to new ETF wrappers; to on-demand managed portfolio services; and IFA-accredited influencers. But product and service innovation isn’t enough. The brands have to be badges of trust and meaning. Awareness is only half the battle. And in a world with budgets increasingly heading towards performance-led activity[3], the need for brand-building behaviour that creates stature and esteem remains evergreen.

Never has the risk of ‘blanding’ been more pronounced than now.  

In our report ‘[NoticeMe!](//downloads.ctfassets.net/sxw14dxmazhg/3f5Ii0cJv8Dxd1x76biHyq/8f3217202291e6c5e2a6be8f395d2349/9988_TS_Notice_Me_Report_2025_RGB_UK_AW4_MO.pdf) Why financial services need fame’, you’ll find our view on why financial services need to unashamedly chase fame; our definition of what we mean by fame; a host of noteworthy examples from within and outside the sector; and how to create it.

[Yes.  I want a copy of NoticeMe! please](//downloads.ctfassets.net/sxw14dxmazhg/3f5Ii0cJv8Dxd1x76biHyq/8f3217202291e6c5e2a6be8f395d2349/9988_TS_Notice_Me_Report_2025_RGB_UK_AW4_MO.pdf)

## Sources:

1. [https://colorlib.com/wp/advertising-statistics/](https://colorlib.com/wp/advertising-statistics/)
2. Cowry Consulting. Memory EQ. 
3. [Ebiquity and the World Federation of Advertisers (WFA) report](https://www.marketingweek.com/advertisers-focus-performance/)


Financial services firms need fame more than ever.  Find out why and what’s cutting through by downloading our report: ‘Notice Me!’.

NoticeMe! Why financial services need fame

Slowly but surely, the view of cryptocurrency as a fringe asset embraced only by a loyal, speculative few is changing. This switch in sentiment is being driven by several factors, with one of the most influential being the development of proper regulatory frameworks to support cryptocurrency. Whilst the average consumer might not be overly invested in the technical details of regulation, the knock on effects for the wider economy must be considered. Recent months and years have seen the UK’s two biggest trading partners, the US and EU surge ahead of them in the development of regulation that provides clarity, consumer protections and encourages investment. 

## What's been going on abroad?
Readers of the financial news and market analysts witnessed a big shake up in Crypto markets at the back end of last year. The re-election of former President Donald Trump sent markets soaring across the board with none benefitting more so than crypto markets. Bitcoin, the world’s most universally recognised digital currency, broke the $90,000 barrier, and the total global market value of Cryptocurrency climbed above $3 trillion for the first time in three years. This renewed enthusiasm was fueled by the expectation that the incoming President will continue his ‘pro-crypto’ stance, encouraging widespread adoption of the asset class by American businesses and streamlining compliance requirements. 

Meanwhile in Europe, the Markets in Crypto-Asset regulations (MiCA) have taken full effect across the EU, providing cryptocurrency firms, investors and consumers alike with a clearer set of rules and boundaries that are to be followed. Whilst some Crypto leaders, especially the less established players, will view much of the regulation as overly burdensome and as a drag on investment, having a clear framework dedicated to the asset class is undoubtedly a step in the right direction. A step that the UK has yet to emulate. 

## What’s going on at home? 
In short, not as much as our counterparts in Europe and America. Last year the FCA only regulated four new cryptocurrency firms in the UK, including a full 6-month patch where not a single new firm was authorised. As with any type of business regulation, there is of course a difficult balancing act to strike between ensuring consumer protection, preventing market abuse and encouraging innovation. But if the UK wants to continue living up to its moniker as one of the world's ‘Financial Capitals’ then one would think more has to be done in this space to prevent falling well behind our peers. 

Whilst not without its challenges, Crypto offers the potential for faster international transfers, greater transparency and lower transaction costs. These positives, coupled with recent research from the regulator revealing that 12% of UK adults now own a form of cryptocurrency, offers ample evidence that this growing sector of finance needs to be embraced.

## Steps in the right direction?
Despite the slow start, positive steps are being made in the right direction. The FCA recently regulated two significant players in the Cryptocurrency space, Coinbase and Bitpanda, with the former noting that the UK has quickly grown into their largest market outside of the US. Furthermore, the FCA also announced that their full cryptoasset regulatory regime is due to go live in 2026, providing standardised rules for Crypto firms operating in the UK and therefore bolstering market integrity. 

The UK has long been the home to innovative, world beating financial services companies, from high street giants like Barclays to emerging fintechs like Monzo. Moreover, the FCA itself has proven itself to be a pioneering innovator, with their fintech regulatory sandbox proving so successful it has been implemented by several other nations. If the right regulatory balance is struck, there is no reason why the UK cannot also be home to pre-eminent Cryptocurrency firms of the future.

## Key stats 
- Bitcoin - broke 90k dollars for the first time and global markets value topped 3 trillion usd for the first time in three years - [https://www.qmul.ac.uk/media/news/2024/hss/why-donald-trumps-election-win-fuelled-a-stock-market-surge.html](https://www.qmul.ac.uk/media/news/2024/hss/why-donald-trumps-election-win-fuelled-a-stock-market-surge.html)
- Criticism of MICA - [https://www.ulam.io/blog/mica-regulations-and-their-impact-on-the-crypto-industry](https://www.ulam.io/blog/mica-regulations-and-their-impact-on-the-crypto-industry)
- UK being sluggish on approvals - [https://www.cityam.com/the-uk-is-at-a-crypto-crossroads/](https://www.cityam.com/the-uk-is-at-a-crypto-crossroads/) 
- Coinbase approval and statistics - [https://coinmarketcap.com/academy/article/f632bdd5-6b46-48b1-b473-5cfee459c281](https://coinmarketcap.com/academy/article/f632bdd5-6b46-48b1-b473-5cfee459c281)
- Bitpanda approval - [https://www.cityam.com/bitpanda-shake-up-uk-crypto-market/](https://www.cityam.com/bitpanda-shake-up-uk-crypto-market/)

The view of cryptocurrency as a fringe asset embraced only by a loyal, speculative few is changing. Here’s what’s been going on and why the FCA may yet be a pioneering innovator in the space

Why the UK is playing catchup in the race for Cryptocurrency infrastructure

Celebrating our 30th year with our 30 Series, this month we take a look at the stories that mattered.

Since Teamspirit launched in 1995, the UK’s financial services sector has been transformed. Not only are ways of working almost unrecognisable, accelerated by technology and changes in attitude, but the industry landscape has been shaped by headline-grabbing events, regulation, and product innovation.

As our timeline across the three decades shows, the journey to today has been quite remarkable.

[View the timeline here](/30-years-timeline)

To celebrate our 30th birthday, we're looking back at some significant financial moments over the last 30 years. Which stand out to you?

30 Series - 30 Events: 30 Years

While Spotify’s fascinating annual reveal of our music habits, or food retailers’ nudges of what we might enjoy next demonstrate how personalisation of communications and experience  creates win-wins for brand and customer, why is financial services late to the party?  

Over half of consumers state they’re more likely to repeat buy after a personalised experience[1]. Equally, 80% of financial institutions view personalisation as essential to meet the required Consumer Duty led standards[2].

So what do we need to do to play catch-up? That was the crux of our breakfast event, run in partnership with The Financial Services Forum, with three leaders in the field:
- David Conner, Head of Experience Design at Scottish Widows
- Simon Ripton, Director of Propositions at Open finance platform Moneyhub
- Richard Sullivan, Financial Services Lead, LinkedIn
- Chair - Fiona Couper, CMO, Teamspirit

Key take-aways from the event held at Mintel were:

- __Moments of truth.__ The importance of interacting with customers at key moments in their journey was critical - not just when providers wanted to sell to them
- __Enriching existing data was essential__ to deliver meaningful customer understanding. And how Open Finance enabled improved tailoring of solutions on dimensions including vulnerability, behaviour and risk
- __More creativity is required to achieve cut through.__  The panel discussed how personalisation needed to think bigger and go beyond the traditional
- __The need for a value exchange.__ How there was a need to provide value in terms of rewards, decision-making information and entertainment through content and gamification in exchange for customers’ data,  time and loyalty.
- __Generational tailoring.__ The meeting discussed that given given Gen X and Gen Z's preferences and expectations of channels, tech and communication, tailoring now needed to work at these levels too
- __The need for companies to  now deliver customer personalisation at Total Experience (TX) level not just UX__, spanning all customer touchpoints
- __‘Continuous engagement' as a marketing strategy.__ Speakers discussed how the impact of different engagements, nudges and interventions could and should be tested continuously to create learnings for later roll out and incorporation into experiences

Personalisation is just one of the emerging trends explored in our recent Signals report which you can view/download [here](https://www.teamspirit.co.uk/news-insights/2025-signals-report)

![FSF Feb Event](//images.ctfassets.net/sxw14dxmazhg/8yzOfsf3nVFljfjyNU1qb/cc45d9380b3a50f08a13626370a56d06/FSF_Feb_Event.png)

## Sources:

1. [https://www.twilio.com/en-us/blog/announcing-the-state-of-personalization-2021](https://www.twilio.com/en-us/blog/announcing-the-state-of-personalization-2021)
2. [https://www.dynamicyield.com/personalization-maturity-report-for-finance-2023/](https://www.dynamicyield.com/personalization-maturity-report-for-finance-2023/)

With high impact personalised customer experiences and communications on the rise, financial services is one of the slower sectors to the party.  What do experts from Scottish Widows, LinkedIn and Moneyhub feel FS needs to focus on?

How can financial services provide more personalised experiences?

Nationwide is working with Yahoo Storytellers to create a [12-month campaign](https://www.finextra.com/newsarticle/29565/nationwide-heads-to-tumblr-to-educate-millennials-on-money-matters) on Tumblr to educate young people about managing their money day to day.

The building society wants to help the younger generation learn how to make, manage and save their money, so is developing a range of videos, graphics, Q+As and articles that specifically target 13-24 year olds.

We think it’s an interesting and bold approach by Nationwide to take its message into the online millennial space, where its audience lives and feels comfortable, rather than relying on an advertising campaign to try and drive people towards the building society’s own website or microsite.

Nationwide is taking its message to millennials

Related News

Wed 26 Mar 2025

NoticeMe! Why financial services need fame

Tue 4 Mar 2025

Why the UK is playing catchup in the race for Cryptocurrency infrastructure

Fri 28 Feb 2025

30 Series - 30 Events: 30 Years

Thu 6 Feb 2025

How can financial services provide more personalised experiences?