Starling strengthens marketing team as it prepares major brand relaunch with new ‘Good with money’ platform

• Digital bank teases ‘Good with money’ platform ahead of major brand relaunch later this year

• Hires four new directors who bring experience from BBH, Wieden+Kennedy, Wolff Olins and Conde Nast

• Appoints The Sunshine Company and Wolff Olins, with new media agency set to follow

July 4 2025: Starling has announced its new brand platform, ‘Good with money’, as the bank prepares to rebrand with a new visual identity, brand mission and media strategy later this year. Four senior hires have joined Starling’s in-house team to help deliver the bank’s new brand, and agencies The Sunshine Company and Wolff Olins have been appointed.  

Starling’s ‘Good with money’ platform is supported by the bank’s central mission that one day, everyone in the UK will have a healthy relationship with their money. This mission is a response to the challenging financial landscape for people in the UK, with more than half of UK adults worried about the state of their finances.* 

Starling aims to encourage customers to take active control of their finances by using its in-app features and tools that make money management an everyday habit. Starling plans to release more features that guide customers towards financial wellness, with the bank recently launching Spending Intelligence, a UK-first banking feature that lets customers ask questions about their spending habits.

“Starling’s app-based approach to banking changed the sector for good. Now we have a new mandate to change the UK’s relationship with money,” Michele Rousseau, Chief Marketing Officer at Starling, said. “There’s a misunderstanding that being Good with money is about having a lot of it, when in reality it’s about knowing what to do with it. We believe that with the right tools and the right mindset, financial wellbeing can be in reach for everyone.” 

‘Good with money’ will feature on a series of creative executions across owned and above the line channels later this year, which will be created by Starling’s in-house studio in partnership with newly appointed brand and creative partner, The Sunshine Company. The bank is also in the process of refreshing its visual identity, with an updated logo, colour palette and app design - designed in collaboration with Wolff Olins - set to follow.

Four new senior hires have joined Starling’s marketing team to help deliver the new brand, including a Brand Strategy Director, Brand and Product Marketing Director, and two Executive Creative Directors. The newly created roles have been filled by Indiana Matine, John Harrison, Neil Cooper and Rachel Sullivan, who bring experience from Expedia Group, BBH, Wieden+Kennedy, Wolff Olins and Conde Nast.

“Starling has proven its worth as a bank that fits into people’s everyday lives. Our challenge now is to go a step beyond that, by tackling the inertia within banking and the perception that banking is a utility. We’re drawing inspiration from wellness and sports brands, with a mission to make money management an everyday action that can improve your wellbeing,” Rousseau continued. 

Starling will announce its new media agency this summer following a competitive pitch process.

ENDS

Notes to Editors

*According 24.5 million UK adults are worried about the state of their finances, according to research from the Money Advice Trust, published in March 2025

Biographies

Indiana Matine, Brand Strategy Director joins Starling to lead the bank’s brand strategy. 15+ years of planning experience namely from Wieden+Kennedy in both London and Portland - where she led the strategy for Supercell, Pokémon GO, Facebook and Lurpak.

John Harrison, Brand and Product Marketing Director oversees Starling’s brand campaign and go-to-market strategy, drawing from his extensive experience from BBH London, where he worked for 16 years leading the communications strategy for clients including Tesco, Tesco Bank, Western Union, Samsung and Heinz.

Neil Cooper, Executive Creative Director joins Starling to lead its visual identity. Previously Senior Creative Director at Wolff Olins, Neil has led major brand and design work for Nike, Google and Spotify, and brings deep experience from innovation studio Rehab.

Rachel Sullivan, Executive Creative Director oversees Starling’s written content. She brings 25+ years of experience in journalism and content creation, previously working across Conde Nast’s lifestyle portfolio, heading up content for Virgin Money and Marks & Spencer.

About Starling Bank

Starling Bank is an award-winning, fully licensed and regulated bank with a mission to help customers be good with money, by taking active control of their finances. It offers personal, business and joint current accounts alongside a children’s card. Starling also provides a Software-as-a-Service (SaaS) proposition through its subsidiary Engine, using the proprietary technology platform that it uses to power its own bank. Headquartered in London, the bank has offices in Southampton, Cardiff and Manchester.

Contact

Grace Wilson, Senior PR Manager

grace.wilson@starlingbank.com / +44 7506 40 26 35