As 2025 draws to a close, it feels like the right moment to pause and reflect. With Financial Promoter closing for the Christmas period from 25 December to 2 January, meaning today marks our final day of stories for the year, this is an ideal opportunity to look back at what defined the past 12 months. From standout brand campaigns and sponsorships to rebrands and editorial highlights, this recap brings together some of the biggest stories we covered, alongside a few personal favourites.
Asset Management – Aberdeen dumps “agile” name in favour of tradition
Starting with one of the most talked-about moves in asset management this year, abrdn confirmed in March that it would abandon its vowel-less name and revert to Aberdeen.
The firm had rebranded to abrdn in 2021 to better reflect a “modern, agile and digitally enabled” business. However, the change was poorly received, prompting ongoing debate among branding experts and investors over what the name represented.
By 2024, the criticism had become so persistent that the company’s chief investment officer accused the media of “corporate bullying”. Against that backdrop, the decision to restore the Aberdeen name may not have come as a surprise, but it nonetheless dominated headlines.
(Re)insurance & Risk – AXA XL takes over BIBA with innovative risk campaign
AXA XL’s ‘Facing into Risk’ campaign ran across digital out-of-home placements to catch the attention of delegates on their way to BIBA, the insurance sector’s largest conference.
What made it stand out was its smart use of context. Rather than competing for attention on the crowded exhibition floor, AXA XL reached its target audience earlier in the journey in a place they weren’t expecting, but were guaranteed to be.
Pensions – PLSA rebrands to Pensions UK
Another standout rebrand this year came in July, when the Pensions and Lifetime Savings Association (PLSA) became Pensions UK.
As Edward Bogira, head of marketing and communications at Pensions UK, explained at the time, the change was never just about a new name but a strategic effort to reposition the organisation in the minds of its audience.
By adopting Pensions UK, the association has landed on a brand that feels simpler, more inclusive and more immediately resonant.
Banking – TD Bank’s activation of Blue Jays partnership
TD Bank’s campaigns linked to its partnership with the Toronto Blue Jays showcased a brand that understands both its customers and the team’s fan base.
The first campaign, TD Playoff Advisor, launched during the MLB post-season, helping fans navigate the emotional highs and lows of the playoffs with real-time advice from Superfan and Blue Jays Today host Nick Paleolog.
When the Blue Jays reached the World Series for the first time in over 30 years, TD geofenced fair territory across Toronto, measuring the distance from home plate at Rogers Centre to each ad. Every billboard and poster displayed its exact distance in feet alongside the rallying message: “Hit it here, boys.”
The campaign turned the city into a giant outfield, celebrating every home run and bringing the excitement of the game to fans even when the team was playing away.
Both campaigns worked so well because they combined creativity, local relevance and a deep understanding of the audience, making TD’s sponsorship feel authentic and engaging.
Payments – Visa launches campaign to celebrate every mention of “Visa” in-store
Visa has run a number of campaigns and sponsorships this year, but one that stood out occurred in April, when the company installed AI-powered voice devices in partner stores in Egypt to capture every real-life mention of “Visa” during customer conversations.
Each time the brand was mentioned, it was recorded, with more mentions earning the store additional media support. Every captured mention was then converted into sponsored ads on social platforms like TikTok and Instagram, turning authentic in-store conversations into genuine brand exposure.
The campaign is particularly effective because it leveraged real customer interactions to create highly authentic, shareable content.
Crypto – Coinbase challenges tradition in first UK campaign
Perhaps a controversial choice, but that controversy is exactly what made Coinbase’s campaign one of the most talked-about in 2025.
The campaign used a tongue-in-cheek, two-minute musical to position crypto as a challenger to the traditional financial system, featuring the repeated chorus “If everything is fine, don’t change” alongside depictions of the everyday challenges many Brits face.
The advert was ultimately blocked from airing on UK television but as the saying goes, bad publicity is still publicity.
Fintech – Monzo tackles financial literacy with book launch
Despite being a digitally-native bank in a largely digital world, Monzo took an unexpected turn with the launch of a physical book, ‘The Book of Money,’ aimed at demystifying financial topics.
Drawing on a decade of customer conversations, the book provides an accessible, jargon-free guide that breaks complex concepts into bite-sized insights and shares strategies proven effective by Monzo’s customers. Its practical advice is designed to help anyone, whether they’re just starting out, starting over, or setting up a family.
Insurance – Hiscox’s ‘Most Disastrous Campaign Ever’
In a world saturated with advertising, Hiscox’s ‘Most Disastrous Campaign Ever’ effectively stops people in their tracks with a clever mix of humour to highlight the very mistakes it insures.
On billboards, Hiscox’s “infringement” campaign borrowed brand’s distinctive assets to playful effect. What first appeared to be posters for Specsavers, Weetabix and Cillit Bang quickly reveal themselves as business insurance adverts raising awareness of the legal risks of copyright infringement.
The campaign extended to print, where one double-page spread seems upside-down and incomplete at first glance. Accompanied by the line, “If you mess up a client job and your whole world turns upside down, Hiscox could help protect you,” the full spread cleverly incorporates six mock news stories with headlines such as “This isn’t just news; it’s an advert for Hiscox Business Insurance” and “Not every disaster is as obvious as this one.”
Financial Promoter highlights
Next, we turn to a look back at what happened with Financial Promoter in 2025, highlighting some of the key events and milestones from the year.
FP Live!
The third edition of FP Live took place on 31 March 2025, attracting a record crowd of over 350 attendees from more than 130 companies, with 50+ speakers sharing insights across the day.
The event struck the right balance between familiar faces and new participants, reflecting the strong community that Financial Promoter has built for marketing and communications professionals in financial services. At the same time, the growing number of new attendees demonstrates the appetite for learning about innovation, industry challenges, and practical strategies to overcome them, reinforcing FP Live as a must-attend event in the sector.
FP Awards
The FP Awards also took place on 12 November at the Honourable Artillery Company, with over 300 attendees and 21 winners across a range of categories.
This pedigree of this year’s entries highlighted the creativity and innovation of campaigns across capital markets, personal finance and insurance.
The awards covered 21 targeted categories and provided marketing and communications teams the chance to share their achievements, learn from peers and network.
The mix of established and emerging teams made for a dynamic atmosphere and showcased the breadth of talent in the sector.
What to expect next year
Looking ahead to 2026, FP Live and the FP Awards will return, continuing to bring together marketing and communications professionals in financial services. You can also expect many more magazines from us.
A major new milestone will be the launch of the FP Awards in the US. On 18 June, FinProms USA will take place at New York’s Bohemian National Hall, celebrating campaigns, strategies and individuals shaping financial marketing across banking, investment, insurance, pensions, fintech and crypto. To learn more visit: Financial Promoter Awards USA