London, 2nd April 2026 – Starling has launched the first integrated campaign under its ‘Good with money’ brand platform. The campaign, which includes a 60” and 30” film and nationwide OOH placement, aims to motivate Britons to start adopting everyday habits that help them take active control of their finances.
The campaign centres on the film, which features people across the UK sharing habits they use to help them be good with money. A woman starting her day recommends people check their balance while brushing their teeth; a mum leaving the supermarket advises viewers never to do the big shop when hungry; and a student on the bus says he buys books secondhand because ‘it’s the same story’.
Set to Lily Allen’s song The Fear, and with a voiceover from broadcaster Zoe Ball, the spot features more than 15 habits, shot with 190 people across 52 locations. These habits will be versioned to stretch across channels in OOH, paid media and social creative, with hero stories including a weightlifter who makes pay day ‘pay all your bills day’, and a rollerskater who likes to separate his ‘serious money’ from his ‘fun money’.
“We’ve deliberately pulled away from the pure product placement you find in banking ads. Your bank alone is not going to change your financial situation, but your mindset can, and if you’ve got the right attitude, Starling has the right tools to help you be good with money,” said Michele Rousseau, CMO at Starling. “Every single detail of this campaign has been designed to energise and instil this attitude in Britain. We’ve used real people in relatable situations and the genuine habits they swear by, while the voice of Zoe Ball is instantly recognisable as someone who has started thousands of Britain’s mornings.”
Going for growth
The campaign is Starling’s biggest to date, spanning more channels and a bigger media budget. Launching on 1st April for two months, Starling’s creative will feature exclusively on channels that align with the bank’s new audience framework; people with the drive to take control of their finances, with a savvy, optimistic and enterprising attitude to life.
The media planning and buying, executed by MG OMD, will see Starling’s TV spot prioritised on VOD platforms like Disney+, Netflix and All4, as well as traditional broadcast channels and major cinema releases. Sponsored host reads will feature across podcasts such as The Rest is Politics, while audio ads featuring Zoe Ball will feature on Spotify and Bauer’s broadcast network.
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 through a series of high impact screens and 48 and 6 sheets on roadsides and rail stations, while ‘Starling teal’ taxis will be seen in major cities featuring Good with money tips.
The bank’s paid digital and social creative will feature Good with money habits in relation to Starling’s unique products and features. ‘Make payday pay all your bills day’ features in situ with Starling’s Bills Manager tool, while ‘Separate your serious money from your fun money’ sits next to Starling’s Spaces.
Starling’s social campaign will see the bank double down on Reddit as the destination Britain heads to for life hacks and life improvement tips.
“Starling has always been a different kind of bank. With Good With Money, we wanted to build a platform that reflects that – one rooted in real behaviour, not category conventions. This is about making a healthy relationship with money feel human, positive and achievable for everyone” said Clemmie Telford, Executive Creative Director at The Sunshine Company.
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 UK first AI tools, including Starling Assistant, Scam Intelligence and Spending Intelligence.
