Financial Services Industry

How we used data-led content to scale a new agency brand

Financial Services Marketing Industry

Balance is a Financial Services marketing agency brand which sits underneath the Liberty Marketing Group banner. There was a clear need for a niche specific agency in FS that could find balance between compliance and creativity, and with Liberty’s existing credibility in the sector it made sense to launch one.

Our Approach

The FCA were releasing Consumer Duty, a new set of rules that FS brands needed to obey in order to convey trust online.

At the same time, Google was updating its EEAT guidelines, which covered the same concepts. So, we decided to audit the top 50 UK financial services brands to see how they stacked up.

The results blew us away. More than a third of the biggest names in financial services were rated as “poor” or even worse.

This research was obviously newsworthy, so we used it to make a name for ourselves and educate marketers on what they could do about it. This would help them improve their standing with their regulator but also search engines

We discussed the research at our launch event “How financial services can please customers, compliance & Google with EEAT” which over 100 of the largest FS brands in the world attended.

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View case study: Kettler
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