No small change: why financial services needs a new kind of marketing

At a time when responsibility for financial well-being rests more heavily than ever on consumers’ shoulders, the book calls on financial services providers to move on from their sales-led past and adopt a new, different, fully marketing-led approach which will work to the benefit of their customers – and themselves.

As a founder of Metro Bank, the UK’s first new high street retail bank in 150 years, and more recently of Atom Bank, first full-service retail and business bank delivered via an app, Anthony Thomson knows how to tune in to what the consumer wants and provide services which meet their needs. Migrating to a marketing-led business model is an organisation-wide challenge. It is everything from market segmentation, research, product development, pricing and profitability and distribution, through to marcomms and measurement – a complete reconfiguration. Cleaning Up offers a 13-point manifesto to transform your business and compete in the new, marketing-led age of financial services.