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    Making our emails pop, bang and ...

Making our emails pop, bang and whiz, with motion

At TotallyMoney, we're on a mission to help everyone move their finances forward.

With a live credit report and score, we're putting customers in control of their own data, for free. We help them understand complex financial information and provide customers with the tools they need to improve their eligibility and find their best borrowing options. And here's how we're using motion to help communicate our message better. 

Highlight the message

We use motion in our email hero banners, and they play an important role in the customer experience.

They break down complex financial topics, making them easier to understand, providing context and signposts to relevant app features. Using both copy and design, the structure and content of the animated hero images help explain the topic. Recently these have included: balance transfer, Best Match, pre-approval, purchase cards and guaranteed rates, among many others.

Here you can see an overview of some of the icons:


Consider them as part of a set

Over the past few years we have developed a great set of motion icons for all types of messaging. This means we have a catalogue that we can choose from, or edit to better suit our needs. 

Occasionally there will be a need for a new icon to be added to the set, in which case we look through our existing icon set to see if there's anything we can animate. If not we'll gather inspiration from sources such as Dribble, searching for examples of the topic in icon form and then start a mood board in Figma. This helps us narrow down possible directions to explore, and helps shape the new icon to fit the messaging we are working with. The final versions are always made in illustrator, to help us fit them into set sizing and styling. 

The process can take several days depending on if we're developing one from scratch, reworking an existing, one or re-purposing an icon that has been already created and fits the messaging well.

Be purposeful with motion

Since joining I've helped TotallyMoney develop our style of motion design. We initially took inspiration from Disney’s 12 principles for animation, which are widely held as the cornerstone for great animation. You can have a look through all of the principles Disney uses here.

For our needs we focused on areas such as timing, exaggeration, and a story arc, taking the principles and further developing them to suit us. We create a sense of realism in our motion icons by creating a good balance between smooth simple motion and real-life actions. We also use the same principles for our social posts and adverts.

We see motion design as a great way to enhance our messages, and we’re excited to start making even greater use of it as we continue to develop our brand further.


Using motion design allows us to visually break down complex financial topics.

We're on a mission to improve the UK's credit score and help people move on up to a better future.


TotallyMoney is an independent credit broker, not a lender. Our comparison service works with most leading lenders, covering the majority of the market. Though we may be paid a fee by lenders or brokers this never influences how our products are ranked.

We don't provide financial advice. Product information is obtained from independent sources and rates displayed may vary depending on your personal circumstances. While we make every effort to ensure that information is up to date, you should always confirm the terms of the offer with the product provider.

TotallyMoney is owned and operated by TotallyMoney Limited which is registered in England and Wales (Company Registration Number 06205695). TotallyMoney Limited is an Appointed Representative of TM Connect Limited, which is registered in England and Wales (Company Registration Number 06967012) and authorised and regulated by the Financial Conduct Authority in respect of consumer credit related activities (FCA FRN: 511936). Trading Address and Registered Office: Chapter House, 16 Brunswick Place, London N1 6DZ. Credit is available, subject to status, only to UK residents aged 18 or over.

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