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TotallyMoney appoints St Luke's to advertising account

TotallyMoney is delighted to announce they have appointed St Luke’s as its lead creative agency, following a competitive pitch against 3 undisclosed agencies. The process was handled in-house.

St Luke’s remit for TotallyMoney will include development of a new brand creative platform and creation of all ATL communications, including TVC. The agency will work alongside Electric Glue to launch the first campaign for the brand in Autumn 2022. Electric Glue were appointed to the media account earlier this year, following a competitive pitch.

TotallyMoney is the credit app on a mission to help everyone move their finances forward. With over four and a half 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.

St Luke’s has been appointed to help TotallyMoney in its ambitions to help consumers navigate the cost of living crisis and achieve financial momentum. A mission-driven business, the appointment marks the next phase in TotallyMoney’s marketing 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 adults are currently overlooked by mainstream lenders, with a further 8.9 million classified as financially fragile and at risk of becoming under-served.

Rebecca Shears, CMO of TotallyMoney commented,

“Amid a cost of living crisis, purpose must be at the centre of any financial services’ brand proposition. At TotallyMoney, we're on a mission to help everyone move their finances forward and our marketing messaging and tone should reflect the financial challenges our customers are facing.

“St Luke’s experience in developing inspiring brand agendas for many of its clients stood out during the pitch, together with their agency culture which perfectly aligned to TotallyMoney’s own culture and mission. 

“We are delighted to have appointed St Luke’s and look forward to working together to bring to life our brand purpose in a meaningful way.”

Neil Henderson, CEO of St Luke’s added:

“TotallyMoney is one of those rare clients who have worked out how to solve a real and difficult problem in the lives of consumers. As the cost of living soars, the timing for their solution could not be more prescient. It’s a privilege to be selected to tell the TotallyMoney story and to help bring their unique benefit to life in the market.”

For more information, please contact the press team

About TotallyMoney

With a focus on the one in three UK adults financially under-served by the financial services industry, TotallyMoney is the credit app on a mission to help everyone move their finances forward.

TotallyMoney believes people’s financial data should work for them, and not against them and with more than four million customers, they provide the UK’s only free, live credit score and report.

Its service helps customers understand their financial position and provides personalised recommendations so they can start creating financial momentum. TotallyMoney also works closely with leading lenders, to ensure eligible customers are matched with the right products, underpinned by its robust data, product and tech capabilities.

TotallyMoney is regulated by the Financial Conduct Authority (FCA).

We're on a mission to help everyone move their finances forward and gain financial momentum.


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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