Hargreaves Lansdown weaves itself into British history with new brand campaign

Hargreaves Lansdown (HL) has launched a new brand campaign focusing on its 45-year history through a changing British economy.

Running until early April, the campaign emphasises Hargreaves Lansdown’s continuity over four decades through the tagline “Helping Britain invest through it all.” The ad condenses the most dramatic moments of British history from the last 45 years, including poll tax riots, Brexit and Cool Britannia, into one minute.

The campaign also includes a personalised “through it all” timeline, sent to existing clients, in the style of a Spotify Wrapped for the end of the tax year.

Created by agency Stink UK, this is HL’s first brand campaign since moving into private ownership in 2025. The firm’s marketing is one of the key areas targeted for improvement in the upcoming transformation.

The messaging will roll out across TV, cinema, social, radio, out-of-home and press.

Simon Belsham, Chief Client Officer at HL said: “This is an exciting time for HL’s brand. Our new ad reflects what we do best – helping Brits navigate the booms and busts of the economy and building wealth that lasts. Forty-five years of change is forty-five years of experience.

“So, whether it was Black Monday, the credit crunch, Brexit, Covid, the tech revolution, or successive Budgets and governments, we’re the only retail platform that has existed through all these milestones.  It is this backbone of experience which helps our clients navigate the market noise and manage their money, confidently.”

Ciara Cox, Marketing Director at HL, said: “For 45 years, HL has helped people invest through political change, economic uncertainty, and moments of real national optimism. ‘Helping Britain Invest Through It All’ is a confident recommitment to that role. Successful investing isn’t about reacting to every headline. It’s about trust, perspective, and knowing your money is in safe hands.”

HL has over 2 million clients in Britain, with £172.7 billion in assets under management.