Starling unveils new look, Arsenal partnership

Starling has launched its new ‘Good with money’ positioning, including branding changes, new banking products and new app features.

The changes aim to put helping customers achieve their financial goals at the centre of its offering.

From a branding perspective, Starling has dropped the ‘bank’ from its name and changed its logo to a simpler capital letters format. It has also changed its broader visual identity across its app and physical cards, with more distinct colours including purple and electric teal.

The neobank also added a new Cash ISA product, set to reach all customers in the next few months, and app features such as an AI-powered Spending Intelligence tool.

Following the rebrand announcement, Starling announced a tie-up with Arsenal F.C., which sees it becoming the team’s Official Retail Banking Partner and will see them jointly promoting financial literacy.

Michele Rousseau, CMO at Starling, said: “The first step towards becoming ‘Good with money’ is paying active attention to your finances. Starling’s new look, with a stronger colour system, cleaner typography and bolder graphics, has been designed to make it even easier for people to engage with our app and to keep building those good money habits.”

Raghu Narula, Chief Customer & Banking Officer, said: “Anybody, no matter their means, can be Good with money. As a bank, we believe it’s our responsibility to help our customers get there by empowering them to embrace life-changing money management habits.

“Our newly refreshed look and app is the first step of many towards encouraging our customers to engage with their finances daily. We will be focussing on launching products which help our customers be smart with their money, including more AI-powered products and smart in-app features which will save our business and retail customers time and money.”

The news follows Starling bolstering its marketing team back in July, hiring Brand Strategy Director Indiana Matine, Brand and Product Marketing Director John Harrison and Executive Creative Directors Neil Cooper and Rachel Sullivan. The group brings experience from names such as Expedia, BBH and Conde Nast.

Starling appointed CMO Michele Rousseau back in November, bringing experience from Expedia, Apple and Microsoft.

The bank’s May financial results disappointed after profits fell 25%, hit by a large fine over lax financial crime controls and liability over its handling of Covid small business loans.