Starling Bank has launched a brand platform as it prepares for its upcoming rebrand, which will introduce a new visual identity, brand mission and media strategy later this year.
The ‘Good with money’ platform will be showcased in a series of creative executions across owned and above-the-line channels later this year.
The platform is anchored in the bank’s core mission that one day, everyone in the UK will have a healthy relationship with their money.
This mission responds to the tough financial reality many face, with over half of UK adults expressing concern about their finances, according to research from the Money Advice Trust published in March 2025.
Michele Rousseau, CMO at Starling, said: “Starling’s app-based approach to banking changed the sector for good. Now we have a new mandate to change the UK’s relationship with money,
“There’s a misunderstanding that being Good with money is about having a lot of it, when in reality it’s about knowing what to do with it. We believe that with the right tools and the right mindset, financial wellbeing can be in reach for everyone.”
The bank also announced it is in the process of updating its visual identity with a new logo, refreshed colour palette and redesigned app on its way.
To support its brand refresh, Starling Bank has added four senior hires to its marketing team, including a brand strategy director, brand and product marketing director, and two executive creative directors to drive the new brand forward. The bank has also partnered with agencies The Sunshine Company and Wolff Olins to bolster its efforts.