Totally Money appoints Electric Glue for media planning and buying.

May 23, 2022

Independent media agency Electric Glue has won the media planning and buying account for London-based fintech company TotallyMoney, following a competitive pitch against network agencies in April.

TotallyMoney is the credit app on a mission to help everyone move their finances forward. With over four million customers, TotallyMoney believes that people’s financial data should work for them, not against them. Its service provides customers with a free live credit report and score, personalised tips and product recommendations to help them move towards their financial goals.

The fintech recently raised £9 million, and announced its partnership with Bud to unlock the power of Open Banking for its customers. Electric Glue has been appointed to help TotallyMoney in its ambitions to help consumers navigate the cost of living crisis and achieve financial momentum. The appointment marks the next phase in TotallyMoney’s media strategy to help support people during a time when many across the country are financially squeezed.

TotallyMoney has a particular focus on those under-served: those who fall between the cracks of high-street lenders. Recent research from TotallyMoney and PwC found that 20.2 million people in the UK are classified as under-served and a further 8.9 million are financially fragile.

In response, the media strategy has been devised to distinguish the fintech brand as an effective tool for customers to rebuild their financial position and ensure standout amongst its competitors.

Pippa Glucklich, CEO of Electric Glue says: “This sector is rapidly growing and, with a value proposition of ‘fintech for good’, TotallyMoney is particularly relevant for millions of people, more so now than ever. We are thrilled to be partnering with such an impressive and ambitious business and can’t wait to play a part in empowering consumers to have a better financial future.”

Rebecca Shears, CMO of TotallyMoney says: “Amid a cost of living crisis, purpose must be at the centre of any financial services’ brand proposition. At TotallyMoney, we aim to help consumers move their finances forward and our marketing messaging and tone should reflect the financial challenges our customers are facing. Electric Glue’s ‘fewer, bigger, better’ proposition stood out during the pitch and its proposed media strategy aligned well with our mission.”

TotallyMoney joins Electric Glue’s growing list of clients including Charlie Bigham’s, Ecologi, Rightmove, Regit and Starling Bank.