Quilter Hijacks Budget-Time Jitters with Playful Prod at Britain’s Financial Planning Habits

As the UK prepares for Rachel Reeves’ second Budget, financial advice and wealth management company, Quilter has launched a timely and topical ad through creative agency Joint, encouraging people to consider their own financial plans in the face of economic change.

Running across digital OOH sites, social and press - the ad features the line: “She’s got a plan for your money. Do you?”.

The work is the first tactical extension of Quilter’s new brand platform, ‘Money needs a plan’, which launched earlier this month to encourage greater financial engagement and investment planning among UK consumers.

Algy Sharman, chief creative officer at Joint, said, “As the government lays out its plan for the country’s finances, it felt like a good time to remind people that their own money needs a plan too. This tactical ad just goes to show this campaign platform has so much scope. We’re excited to see where it will go next.”

Sarah Ireland, senior brand manager, Quilter, added, “Budgets often bring uncertainty about how personal finances will be affected. That’s why having a clear financial plan is so important. Professional advice can help people navigate change and make confident, long-term decisions. This campaign is about reinforcing that, whatever the government’s plan, your money should have one too.”

The Budget marks a national moment of heightened scrutiny around personal and public finances. The new campaign builds on Quilter’s ambition to empower more people to take control of their financial future, aligning with its broader mission to tackle the UK’s weak investment culture and make expert financial planning more accessible.