London, 1st June 2026 – Starling Bank has today launched its second integrated campaign under its ‘Good with money’ brand platform. The campaign, which includes a 30” film, radio and nationwide OOH placement, aims to celebrate Britain’s small businesses, championing the smart financial habits that help them thrive.
Set to Lily Allen’s ‘The Fear’, and with a voiceover from broadcaster Zoe Ball, the film features real business owners across the UK sharing habits they use to help them be good with money. A gardener recommends ‘send invoices early’; a wellbeing instructor says to ‘automate your admin’ and a music teacher advises to simplify payment processes and ‘make getting paid easy’.
“Our latest campaign is built on a deep understanding of what’s at stake for UK businesses today,” said Michele Rousseau, CMO at Starling. “Small business owners are savvy and enterprising in their own right, so we avoided clichés to focus on the real behaviours that drive success. Being good with money is critical to survival, and we want SMEs to know that Starling is a trusted partner on their side.”
The campaign follows the ‘Good with money’ brand launch and gives Starling’s business banking offering a moment of focus. Launching on 1st June for two months, Starling’s creative will feature exclusively on channels that reach business owners with the drive to take control of their finances. It recognises that there is a lot of overlap with Starling’s core brand audience who are savvy, optimistic and have an enterprising attitude to life.
The media planning and buying, executed by MG OMD, will see Starling’s TV spot prioritised on VOD platforms like ITVX, Prime and Sky, as well as smaller partners that will ensure the adverts reach a diverse entrepreneur audience. Ads will air on Bauer’s broadcast network and in digital listening.
Habits from the film will be displayed across the bank’s wider OOH campaign for impact, as well as the bank’s paid media and social campaigns. The OOH campaign will launch nationwide in small business geographic hubs, through a series of high impact screens and 48 and 6 sheets on roadsides and rail stations.
The bank’s paid digital and social creative will feature business ‘Good with money’ habits in relation to Starling’s products and features: free business banking, free integrated accounting software, 24/7 UK-based customer service, business banking with no monthly fees, as well as tools such as Spaces, Spending Insights and Tap to Pay.
Starling’s social campaign will see the bank lean into platforms like Reddit and LinkedIn where business owners turn to for community and advice.
“If Good with money set out the stall, this is the sister campaign, taking the same mindset and applying it to our business customers. Shot once again through Sara Dunlop’s cinematic realism, we see businesses up and down the country (all sorts of them!) all busy doing what they do best. Because when the tools and habits are right, you remove the friction and focus on the thing you actually started the business for.” said Clemmie Telford, Executive Creative Director at The Sunshine Company.
Starling already banks a 10% share of UK SMEs. The campaign comes after Starling was named a Which? Recommended Provider for a seventh year in a row, while the bank’s NPS comes out on top.* In recent months the bank has launched a number of business tools such as accounting software, its free HMRC-recognised Making Tax Digital tool, free mobile invoicing, expense cards and tap to pay.
