The Savings Culture Marketing Competition

How to market a savings culture to a digital generation

We invited teams from 5 participating Universities to enter a pilot competition to propose a marketing solution to the UK’s savings crisis. Work experience at many major financial firms were part of the prize for winning team members. 12 teams took part in our Ideas Rave event on 17th February 2020 and were asked to come up with an idea to help young people adopt a habit/behaviour of saving for their future wellbeing. 6 teams were then shortlisted to take part in the final, which enabled them to expand on their innovative ideas through by presenting a more detailed proposal to our panel of judges. This year’s winners have now been announced and more details can be seen below.

A big thank you to all the participating students, Universities, our judging panel, mentors and key to this initiative, all of our sponsoring firms who have supported this project.

Our 2020 Winners Announced

30 April 2020

Due to the COVID-19 crisis, there was a slight change to our planned course of events and our panel of judges met over a teleconferencing call to deliberate on our final entries. Our judges were very impressed by the hard work and efforts of our teams, especially in these extraordinary times and given the constraints that they were working under. Each entry was discussed in detail and assessed against a consistent set of criteria that covered both the creativity and the practicality of the proposal, and judges then awarded marks to establish first, second and third place winners, as follows.

1st Place – The Saviours (King’s Business School, King’s College London)

The Saviours took first place in the competition for their ‘BUILD proposal, which the judges felt had real potential to change the nature of the conversation and bring fun and energy to the subject of saving for the future. Their idea was a game app where you can see your future life building based on savings habits.

The Saviours’ BUILD proposal is a highly creative game solution that allows people to visualise the fruits of their saving habit. It sets a savings challenge and builds a home based on the user’s spending and saving habit, allowing a lifestyle to be built virtually through prudent habits, but disintegrate just as easily if the discipline is lost. It is a clever solution that uses behavioural science to break through common barriers to saving and bring some fun to the challenge of promoting wise financial behaviours to the digital generation.

Team members: Justus Klose, Matas Danilaitis, Sofia Rebelo, Harshita Lalwani, Kenil Shah and Trisha Banerjee.

2nd Place – Team Capital (The University of Southampton)

Team Capital took second place in the competition for their Make Your Move proposal. Their idea was around kickstarting the conversation about money amongst young people with a social media platform.

Team Capital impressed the judges with their well-considered ‘Make Your Move’ proposal. This solution stood out for its simplicity of thought, recognising that a critical barrier to saving is the lack of discussion about personal finance, and creating a multi-channel campaign that gets people talking online and sharing their stories. The solution uses a number of social media platforms and a strong understanding of digital marketing as a means of gaining traction with a well-researched target audience.

Team members: Szymon Boczynski, Noah Farmery, Melisa Rangarira, Marco De Andrade Paulo, Elizabeth Mitchley, Marie Simmons

3rd Place – St. Mary’s Strategists (St. Mary’s University)

St. Mary’s Strategists took third place in the competition for their Mobile Savings Application proposal. Their idea was a set of financial tools to link a banking app to financial education for young children.

St. Mary’s Strategists proposed a new application utilising artificial intelligence to act as a personal financial guide. The solution included a number of innovative ideas, such as a recasting of traditional descriptors into a new range of savings ‘currencies’, and a scoring system that allows achievement to be shared and compared with family and friends. The solution was also considered to have application in schools, the AI element providing educational content to support children as they learn how to handle money responsibly.  

Team members: Naz Alsamarai, Kwabena Wiredu, Joseph Ross, Sophie Senoga

Our other 3 teams that made the final 6 shortlisted in the final, included:

Soton Savers (The University of Southampton): A budgeting app with a link to environmental causes and educational institutions.
Team members: Mariam Aly, Shannon Stack, Mitchell Perrett, Ollie Frangiamore and Joshua Lawrie.

The Rule Breakers (Kings College Business School): A viral social media savings challenge.
Team members: Aaryan Sanganeriya, Ainura Kurbanova, Ardak Ustenova, Marcella Barata Reis and Rumen Yanakiev

Kings with Wings (Kings College Business School): A round-up app into an ISA featuring responsible investment choices
Team members: Aleksandr Genshaft, Kavya Sivakumar, Phi Long Bui, Yulong Ye and Zheyuan Zhang

In the press

Press releases

May 15 – Financial services firms hold university competition to find solutions to Britain’s savings crisis

Press mentions

Kings College London scoops financial app competition prize

One News Page
Kings College London scoops financial app competition prize

Fintech Finance
Leading financial services firms hold university competition to find digitally-driven solutions to improve savings culture

Fintech Insight
Click here

The competition

The competition comprises of 3 stages:

1. An Ideas Rave event took place at Aviva’s Digital Garage on Monday 17th February, where twelve teams will focus on a business marketing challenge and present it on a single day
2. A month for shortlisted teams to prepare to present their proposal to judges
3. A final event on 31st March was due to take place to present to a panel of judges in front of a live audience. Due to Covid-19 we had to revert to a virtual judging meeting of the final proposals in April.

Download more details here:

Meet the judging panel
  • Paul Davies, Consulting Phycologist
  • Jessica Farrugia, Senior Campaign Strategist, iFour
  • Casper Farchy, Janus Henderson and also Chair of the TISA Savings Culture Working Group
  • Ricardo Gasparini, COO, Collegia Partners
  • Vinita Gomes, Commercial Analyst, Santander Asset Management
  • Anna Harvey, Deputy Director, Personal Finances and Funds, HM Treasury
  • Charles McCready, Strategic Policy Director, TISA
  • Clare Parsons, Chair of Lansons
  • Chris Sier, UK Treasury Fintech Envoy, Professor of Practice, Newcastle University Business School
  • Paul Taylor, Chief Marketing Officer, MaPS


The prizes

First Prize

  • Visit to a major financial services company to pitch your idea to the Marketing Director
  • First choice of paid work experience placements
  • Opportunity to co-write an article on your idea for the TISA website
  • Opportunity to talk to TISA’s Consumer Engagement Council
  • Your idea to be sent to the Marketing Directors of participating companies for review and feedback

Second Prize

  • Paid work experience placements
  • Your idea to be featured on TISA’s website
  • Your idea to be sent to the Marketing Directors of participating companies for review and feedback

Third Prize

  • Your idea to be featured on TISA’s website
  • Your idea to be sent to the Marketing Directors of participating companies for review and feedback

Shortlisted teams

  • Your idea to be described on TISA’s website
  • All team members to be named on TISA’s website

All teams

  • All team members to be named on TISA’s website
  • All teams to receive feedback on their idea from the judging panel
  • Each will receive a letter from TISA’s CEO acknowledging their participation
Resources for students

In preparation for the Ideas Rave event on February 17th we suggest that you form a broad understanding of the issues that provide the context for the industry’s focus and concern about saving and investment in the UK.

The following sources may prove useful to you as pre-reading and for discussion in your team.

Additional articles that you may also find useful:

TSIP report
Aviva Family Finance Report 2016
Generation lost
MAS Savings report 2017


With thanks to our supporting sponsors/partners for providing work placements as prizes for this year’s competition.


Click on the company to expand.


Aviva is the largest UK insurance company, with over 15 million customers in the UK and 33million worldwide. Aviva offers a huge range of insurance, retirement and savings products in addition to managing upwards of £337 billion worth of assets. Since 1692, Aviva has been focused on the needs of the customer, supporting people through life’s challenges and opportunities. The work experience offered at Aviva consists of a four-week paid summer (2020) internship, across various different business areas, based in either Norwich or York. The experience is aimed at giving young people an all-round view of the industry, helping understand different roles within the financial sector. It’s about inspiring young people by demonstrating the skills, experiences and attitudes needed to progress – as well as ways to focus and strengthen career prospects.

Janus Henderson

During this 1 month internship you will be supporting our EMEA & Pan Asia Marketing team on key strategic initiatives and deliverables for the global business. Your work will cover different regions across Europe and Latin America whilst also offering exposure to other departments in the firm with the aim of providing you with the best possible overview of the asset management industry.

Janus Henderson is a leading independent global asset manager with a diverse geographic footprint, employing over 2,000 staff in 27 office locations globally. With US$374.8bn1 in assets under management, we’re dedicated to delivering the best outcomes for clients and support our individual & institutional investors across a range of actively-managed products, encompassing equities, fixed income, multi-asset and alternatives.

Headquartered in London, we are dual-listed on the New York Stock Exchange and the Australian Securities Exchange.

1Janus Henderson pro-forma AUM as at 31 December 2019


The firm – Orbis
Orbis is a global investment management firm designed to invest differently. Founded in 1989, we have 10 offices with 400 people worldwide and around £27 billion in assets under management. We aim to deliver excellent performance by finding and investing in opportunities others have missed. Fees are charged if we outperform and are refunded if we underperform, because we only want to be successful if our clients are too. 

The team – Digital Communications
The Digital Communications Team’s mission is to empower Orbis to compete and excel in the digital economy. We form the core of the firm’s global branding and marketing effort. We are responsible for user experience and the production and distribution of multimedia content with the aim to increase the reach and engagement for our clients and prospects. This means we work closely with most teams in the firm globally. Team members are passionate and opinionated – and can engage with their work from different perspectives. Adding value to clients is at the centre of everything we do.

The opportunity
Our intern will be welcomed as a fully-fledged member of the team and provided with on-the-job training. Alongside day-to-day work, they will be responsible for delivering a project that develops their knowledge of the industry and contributes to the business.

The specifics
The placement is 8-10 weeks with specific dates tailored to the successful candidate’s availability. The pay is approximately £1,500 pcm, pro rata. 


All about Quilter
Quilter is a leading provider of advice, investments and wealth management both in the UK and internationally.

We strongly believe that financial advice should be valued and accessible because it can help to create prosperity for the generations of today and tomorrow. In fact, we put financial advice and the needs of customers at the heart of everything we do, because we believe that being a successful business means more than just making a profit.

How we help to create prosperity
The pillars of our mission to help create prosperity are:

  • high quality face to face advice
  • strong, long-term investment management performance
  • commitment to building long-term relationships with advisers and clients, and
  • delivering consistent and award-winning customer service.

A diverse range of opportunities
As a complete wealth manager, our group of companies offers a wide range of opportunities to gain experience in the financial services arena.

That might be on the front line of our distribution in one of our advice businesses; in the fast-paced world of fund management; in one of our back office teams, supporting clients and their advisers, or maybe even in a team like brand marketing, PR, digital media or HR.

Our 2 week work placement opportunities can be flexible to suit your area of interest and will be available at either at our London, Southampton or Manchester offices, depending on the type of role that interests you.

Quilter manages £118.7 billion of investments on behalf of over 900,000 customers (as at 30 September 2019). We operate in one of the largest wealth markets in the world – and one that is growing.


Smarterly is an online savings and investment platform for the workplace, used by employers to promote the benefits of healthy savings habits with the convenience of saving directly from pay. We make investing simple, easy and accessible for the mass market – buying a Smarterly ISA is just as easy as buying a product from Amazon.

ifour is an independent creative agency that works closely with clients to make original marketing and advertising that builds brands and adds value to the bottom line. At Smarterly we work closely with ifour to create engaging campaigns for our varied target audiences. 

We’re delighted to be a part of The Savings Culture Marketing Competition, and are offering a two-week work placement with ifour in conjunction with Smarterly.  The placement will offer one individual the chance to experience life at a fintech start-up as well as a digital creative environment in an award-winning marketing and design agency.  The individual will learn how to put together a campaign for clients in the Financial Services industry and get the chance to work on their own campaign to drive the end-user uptake of specific products.  This is a paid placement (£750 for 2 weeks between July and the end of August 2020 and all expenses paid) and will be split between London and Tunbridge Wells. 

St Jame’s Place Wealth Management

St. James’s Place Wealth Management are offering two paid work experience placements, one in the Investment Division and the other in Marketing. The placements will involve you in specific projects and offer the chance to gain insight from teams and senior management across the business. Both placements can be hosted in either London or St. James’s Place head office in Cirencester. Details of the work you will be involved in will be finalised closer to the time.

St. James’s Place is a FTSE100 Wealth Management organisation operating across the UK and parts of Asia, with over £112bn of clients funds under management. The business strives to deliver consistent, high quality, face-to-face advice for clients. This financial advice is delivered by the network of over 4,000 advisers, known as Partners, who offer a range of products and services allowing a holistic wealth planning solution. At the heart of the organisation is its charitable foundation, which has raised and distributed over £70m in grants since its inception in 1992. To find out more about this element of St. James’s Place, follow this link.

Standard Life Aberdeen

Standard Life Aberdeen plc is one of the world’s largest investment companies, headquartered in Scotland and employing over 6,000 people in 52 locations worldwide. Operating under the brand Aberdeen Standard Investments, the investment arm manages £525.7bn* (as at 30 June 2019) of assets, making it the largest active manager in the UK and one of the largest in Europe. It has a significant global presence and the scale and expertise to help clients meet their investment goals.

Aberdeen Standard Investments are offering a two week placement within our Marketing department, which will be based in our London office. As well as working with our Marketing teams, you will have the opportunity to work with teams from other divisions to help provide you with a holistic view of the industry. We are happy to accommodate your interests during the placement, as well as being flexible with dates over the summer months (June – August) to deliver the best possible experience.


Whatever your financial goals, Sanlam helps you achieve them by making the most of your wealth. Through our innovative products, award winning funds and services and an unwavering commitment to doing things properly, we support our clients through every stage of life’s financial journey.

We’ve been working with people, businesses and charities for more than 100 years, using a forward-looking approach that has driven our success. Everything we do focuses on helping people create a secure financial future. 

While we have a rich UK heritage, our outlook is truly global. As part of a successful international business, we use the resources, talents, research and intellectual capital of teams from around the world to deliver innovative and relevant products and services for you. We have a presence in 44 countries across the globe, employing over 105,000 staff and together we manage £52 billion for our clients.

In the UK we employ over 500 people in 14 offices and manage £13 billion of client investments. 

Our commitment to clients:

We’re guided by three fundamental principles that shape the way we work with clients and deliver products and services to meet their needs:

  • Intelligence and insight. Your financial plan will be crafted using the latest market knowledge and a deep understanding of your requirements, both today and tomorrow.
  • Attention to detail. We are sharply focused on getting the right results, which involves always being at the forefront of industry developments.
  • Practicality. While you get on with life, we focus on managing your money and reaching your goals.

Details coming soon

Want to find out more about this initiative?
For further information, please email