FP Awards finalist spotlight: Vanquis’ customer focus

This finalist spotlight has been provided by Paul Lloyd, Chief Marketing Officer at Vanquis.

Being shortlisted for Marketing Team of the Year is a proud moment, not simply because of the work we have delivered, but because of what that work represents. Vanquis exists to serve people who are often underserved by mainstream financial services, and our Marketing Team has helped make that purpose clearer, more visible and more meaningful.

Millions of people in the UK have thin or imperfect credit histories, fluctuating incomes or circumstances that do not fit neatly within conventional lending models. That should not exclude them from the opportunities that responsible access to credit can provide.

What motivates me most is knowing that our work supports a business that can make a practical difference to people’s lives. In vehicle finance, for example, helping someone purchase a car can mean far more than just financing an asset. It can make the difference for our customers between getting to work, accepting a better job, taking children to school or caring for a family member.

Our responsibility as Vanquis is to provide access to credit responsibly and sustainably, supported by disciplined underwriting and a clear focus on good customer outcomes. That gives our work real meaning. We are not simply trying to attract attention. We are helping people access products and services that can strengthen their financial resilience and widen their opportunities.Over the past two years, our Marketing Team has played a central role in Vanquis’ transformation. We helped create and embed the strategic framework that guides the business: Serve More, Serve Responsibly and Scale Profitably. We then translated that strategy into something customers, colleagues and stakeholders could see, understand and believe in.

Our proposition, “Vanquis, the bank that’s got your back”, gave the business a clearer and more human identity, and brought greater consistency to how we talk about our purpose, our products and the role we play in customers’ lives. Every piece of work was delivered by our talented in-house team, with no external agencies used.

I am particularly proud that our marketing demonstrates what caring banking looks like in practice. Our partnership with Fair Finance supports people who may not currently qualify for a Vanquis product, including through affordable lending and benefits assessments. Our accessible credit cards show that inclusion must extend into product design, while the Vanquis Financial Wellbeing Index gives greater visibility to households whose experiences are too often overlooked.

Being part of the Financial Promoter community means being among people who recognise that financial marketing is not simply about building brands or driving growth. At its best, it helps people understand their choices, feel represented and access products that can make a meaningful difference to their lives. For us, effective marketing combines commercial impact with empathy, clarity and a genuine understanding of the people behind the numbers.

This recognition is about more than a campaign, a rebrand or a set of results. It reflects the role marketing can play in helping a business understand its customers, express its purpose and widen access to opportunities many people take for granted. That is what makes this shortlisting so meaningful to me and my talented and committed team.