Credit data group Experian has started to reposition itself in the United States through a television advertising campaign.
The London listed company – which has historically been known as a credit referencing agency – is keen to re-establish itself as a business that can support consumers in gaining access to financial products.
It comes as the financial data business seeks to transition from credit scoring bureau to a company that assists consumers in saving money in credit cards, car insurance and mortgages. It increasingly wants to play a role in consumer identity protection too.
“As our consumer platform continues to grow, so too has our approach to marketing, evolving to reflect the broader role we play beyond credit in people’s financial journeys,” said Dacy Yee, president of Experian Consumer Services.
“This fresh creative direction marks the beginning of a brand transformation that highlights the variety of tools and support we offer. We want consumers to know that Experian is a robust financial ally that has their back throughout their financial life.”
In research accompanying the press statement, the business said that Gen Z and Millennials are increasingly not going to financial intermediaries to shop for financial services.
“The go-to source is an internet search, followed by asking friends or family for advice among those surveyed ages 18-44. While only about 30 percent of respondents overall go to a financial services company they have an existing relationship with,” the company said.