Nationwide launches new money-focused podcast with Mail Metro Media

Nationwide has launched a new campaign with Mail Metro Media, which aims to explore the UK’s relationship with money.

The multi-channel campaign sees them jointly producing a podcast, called ‘Spent!’, which aims to reframe money conversations around identity and human connection. Released weekly starting 4 November, the show brings in celebrity guests to discuss their spending habits.

The partnership will also encompass social media, with Nationwide sponsoring Daily Mail’s This Is Money TikTok channel in a bid to reach financially active 18 to 34-year-olds.

The building society partnered with WPP Media agency Wavemaker on the campaign.

Richard Warren, Director of Brand Marketing at Nationwide said: “We’re excited to have partnered with Mail Metro Media on this campaign, bringing the relatable topic of people’s contemporary spending habits, attitudes and values to multiple channels.

“Talking about money has never been more revealing, so we’re delighted to be backing This is Money’s TikTok channel and a new podcast that sparks new conversations amongst our target consumer audiences.”

Dom Williams, Chief Revenue Officer at Mail Metro Media, said: “This original, collaborative partnership with Nationwide is a brilliant example of what happens when brands and publishers get together early to develop brilliant creative ideas.

“We’ve built something that genuinely connects with audiences — whether they’re laughing along to Matt’s podcast or scrolling through our Gen Z creators’ engaging content on TikTok. It’s authentic, it’s entertaining, and it puts our audience at the heart of the story. It’s the kind of innovative work we love to do.”

Richard May, Content Lead at Wavemaker UK, said: “This partnership helps Nationwide connect with younger audiences in a fresh and authentic way, showing that talking about money can be entertaining as well as empowering. Working with Mail Metro Media, we’ve created a campaign that feels natural to the platforms it lives on and genuinely resonates with how people engage with content today.”