Quilter Tackles Britain’s Investment Habits with Bold Campaign

Independent creative agency Joint has unveiled a new brand campaign for wealth management company, Quilter, designed to tackle the UK’s weak investment culture.

Marking the first major work from Quilter for several years, the creative strategy is to drive behaviour change and encourage people to actively plan their savings and investments for later in their lives.

With one in three Brits aged over 55 regretting not investing earlier in life (Source: Moneybox) – the campaign positions Quilter as a brand that helps people ensure their personal finances are fit for their future.

The powerful new brand platform “money needs a plan” introduces the idea that without proper advice, money can sit idle, or worse, lose value – the creative work highlights how Quilter’s experts can help make customers’ money work harder through smart, tailored financial planning.

This new awareness-raising campaign created with Joint marks a renewed push to put Quilter back on the map.

The OOH is supported by DOOH, social, radio and digital audio, the campaign spans LinkedIn, Meta, press and nationwide outdoor sites, including rail and roadside. This campaign is also timed to support the autumn international rugby calendar across the six nations of England, Ireland, Scotland, Wales and Italy, now known as the Quilter Nations Series.

​Algy Sharman, chief creative officer at Joint, said, “It's been an absolute pleasure to work with the Quilter team on this campaign. ‘Money needs a plan’ is a huge platform idea, and together we’ve developed a tone of voice that is smart, but also has a sense of humour. We can’t wait to see it in the outside world.”

Sarah Ireland, brand manager at Quilter added, “This campaign marks a major milestone for Quilter as we renew our commitment to helping more people take control of their financial future. We’re passionate about encouraging more people to become investors and to feel confident about their financial decisions – because money needs a plan. We’re grateful to Joint for helping us bring this bold, visible campaign to life and for sharing our ambition to shift how the UK thinks about investing.”