Starling targets SMEs with ‘Set Your Business Free’ pitch

Alex Sword


The Financial Services Forum

Starling has launched its latest pitch to the SME market with the ‘Set Your Business Free’ adverts.

Created by Wonderhood Studios, the four 30-second spots depict the employees in a dog grooming business floating into the air, symbolising their newfound freedom.

The advert, which will be shown on TV and video on demand, aims to emphasise key benefits of Starling’s proposition, including zero monthly fees and no charges for UK transfers. It will launch this month during premiership football on Sky and movies and drama across Channel 4 and Sky properties.

The advert is another creative take on the world of business banking. Last year, NatWest’s fintech brand Mettle debuted its first above the line ad from agency Fold7, a tongue in cheek depiction of an army of sole traders and freelancers throwing off the shackles of the 9 to 5.

The advert is the second released under Starling’s ‘Here to Change’ platform, which in October saw the launch of a similar freedom-focused advert for the personal banking space.

Starling has previously made clear its ambitions in the business banking space. CEO Anne Boden has stated that it is realistic to overtake Barclays’ 15% share of the small business market within five years. Currently Starling holds around 7% of the market, with over 400,000 small business owners, up from 3% in June 2020.

Watch the advert here:

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