Fair4All Finance appoints Instinctif Partners and Truth Consulting to raise consumer awareness of community finance

Fair4All Finance, the not-for-profit organisation improving access to finance for millions of vulnerable people, has appointed Instinctif Partners and Truth Consulting to a three-year brief to raise consumer awareness of the community finance sector.

The joint brief will support Fair4All Finance’s strategic goal of increasing access to fair and affordable financial products that build people’s financial wellbeing and resilience. The organisation’s research suggests more than 17.5 million people are living in financially vulnerable circumstances across the UK.

Instinctif’s programme aims to drive awareness and engagement with organisations, including credit unions, community development finance institutions (CDFIs) and social fintech providers. A blended team from across Instinctif Partners Group will develop and deliver PR and marketing support for Fair4All Finance on behalf of the sector, with a parallel brief for Truth Consulting to deliver evaluation and impact reporting.

Work will be led by Andy Lane, Deputy Managing Director of Instinctif’s UK & Ireland practice, and Sarah Christie, Deputy Managing Director of Truth, with oversight from Emily Luscombe, Chief Client Officer. Both agencies will report into Lauren Peel, Director of Marketing, Consumer Insights and Proposition, and Diane Burridge, Community Finance Propositions and Segmentation Lead at Fair4All Finance.

Fair4All Finance was founded in 2019 through the Department of Digital, Culture, Media and Sport (DCMS) to tackle the issue of financial inclusion. Since then, it has directly invested more than £26.5m in 35 community finance providers across England while collaborating across all four UK nations. It recently launched a new Community Resilience Fund, which will deliver £5m+ of grant and investment funding to improve the sector’s resilience and scale affordable credit provision.

Andy Lane, Deputy Managing Director, UK & Ireland for Instinctif Partners, commented: “We’ve admired Fair4All Finance’s work up close ever since it was established in 2019, so it’s fantastic to be able to bring our experience in retail financial services to help them tackle financial exclusion. These are challenging times for so many households, and we’re hugely motivated by the opportunity to deliver a programme that positively impacts everyday lives.”

Sarah Christie, Deputy Managing Director for Truth Consulting, commented: “As passionate advocates for inclusion within financial services, we are delighted to be working with Fair4All Finance and our colleagues at Instinctif to raise consumer awareness in the sector. We will be bringing our expertise in consumer attitudes and behaviour, as well as bespoke testing mechanisms, to help community finance providers help households across the UK.”