Digital Wealth Manager Moneyfarm Offers the Best of Both for Investors

Centred around the powerful tagline ‘Wealth, together’, a dynamic new advertising campaign, comprising a TV commercial created by Fold7 on behalf of digital wealth manager Moneyfarm, launches today. This strategic initiative marks a significant step forward in Moneyfarm's commitment to becoming a total wealth partner for its investors.

Tasked with bringing their new brand identity and manifesto to life in what has become a crowded and increasingly competitive environment, Fold7 are delighted to bring a fresh TV campaign to screens across both the UK and Italy starting on the week commencing 15th January.

Moneyfarm appointed Fold7 as agency of record in 2023. Together, they have developed the campaign to highlight Moneyfarm's hybrid model; showing the benefits of combining the power of smart technology with the reassurance of expert human guidance when investing, ultimately giving their investors the best of both worlds. A simple mechanic showing how two possibilities can combine, has allowed for an execution that is more playful and distinctive, breaking category traditions.

A series of 30”, 15”, 10” and 6” TV, social and digital edits show the protagonist, whose ‘best of both’ keeps getting better and better when faced with a number of everyday choices. He starts off with a simple ‘best of both’ offering: ice cream or coffee? A restrained style of jacket or something more flamboyant? Motorbike ride or game of golf? And by the end, the advert entertainingly goes on to show us that neither needs to be mutually exclusive as the character is laden with a whole world of ‘best of both’. Corgi or dalmatian? Well, you can in fact have a Dalmorgi! – echoing the Moneyfarm model that you can have the benefits of both.

Ryan Newey, founder of Fold7 says, “When we were approached by Moneyfarm we were excited by their sense of purpose and innovative culture. Tasked with driving brand awareness and cut-through in a fast-growing and competitive market, the idea behind this campaign was to bring to life Moneyfarm’s unique difference versus its competitors; the fact that you can get the best of both smart technology combined with human service and expertise. We have done this with eye-catching sets and a playful storyline which is unusual and distinctive in the wealth management space.”

This ‘Wealth, together’ brand positioning has evolved from in-depth research in collaboration with global brand experience firm, Siegel+Gale. With an ever-expanding proposition which covers a wide range of investment needs, Moneyfarm aims to be the total wealth partner for its investors, helping them to build and manage their ‘wealth, together’.  

And it is both this partnership – Moneyfarm’s commitment to work collaboratively together with customers to achieve their financial goals and meet their evolving needs over time – while using both smart technology together with the reassurance of human expertise, that is encapsulated in the new brand positioning of ‘Wealth, together’. 

Nicholas Jenkins-Smith, design director at Siegel+Gale says, “In line with their innovation pipeline, Moneyfarm approached Siegel+Gale to help them define their core customers within both UK and Italian markets, develop a comprehensive strategy that better connects them to the brand’s compelling truth and create a consistent visual identity that proudly conveys their new vision.”

“With simplicity as our compass, every facet of the brand toolkit and digital product has been optimised to consider the specific mindsets and subsequent investment behaviours of the customer. The outcome is a brand that evokes trust, stature and cut-through within a crowded category.”

Reinforcing ‘Wealth, together’ brings a new visual language and expression that will be seen across digital, social media and OOH including an evolution of the ‘Moneyfarm Arc’, its distinctive key visual, as well as a refresh of the logo and app badge, a typeface chosen to convey gravitas, and a refreshed colour palette of watermelon and aubergine that are distinctive in the sector. The use of illustrations has been replaced by confident, front-facing photography to connect with the viewer, creating a feeling of ‘togetherness’.  

Fabio Zampaglione, chief commercial officer of Moneyfarm comments, “I am very proud of the partnership Moneyfarm has forged with our creative partners. The new TV ad and brand identity conveying ‘Wealth, together’ articulates what Moneyfarm has always stood for that our digital wealth management solution is easy to use, and we encourage our investors to tap into our human expertise, for the reassurance they need, and so that we can help them to build and manage their wealth, together.”

“This is not a revolution in brand positioning, but rather an evolution reflecting our evolution as a total wealth management partner. We are proud to offer investors a growing range of investment solutions to meet different investor needs, at different stages in their investment journey and with different levels of confidence and knowledge. As always, we have done this in a way that is simple, transparent, independent, and with low fees.“