Family Investments
Getting them off to a flying start.

The challenge
To launch Junior ISA from Family Investments, one of the country’s leading specialists in savings and investments for children. The Junior ISA is specifically aimed at parents with newborn babies and those with kids aged 10-13, all of who missed out on the Government-funded Child Trust Fund.

The solution
A strong online presence and partnerships with the likes of Bounty, the original parenting club, reminding parents of the benefits of saving for the future and offering Junior ISA as the solution. We know these parents are online savvy and already linked to parenting sites. However, we also know they’re busy so we made sure the messaging was clear and easy to understand.

This national campaign ran as email, banners, DM and press.

The copy
As brand guardian on this refreshingly, not your average stuffy financial brand, this was a great opportunity to grow the new tone of voice we had developed – one that is confident, positive, reassuring, friendly, engaging and easy to understand.

The results

  • Almost 6,500 Junior ISAs were opened with Family Investments in the first three months since launch.
  • Average Junior ISA contributions went up by 4%, compared to the market average of £24 a month for Child Trust Fund.