Allica Bank launches first major campaign
Allica Bank, 20(Something) and MindsEye launches first major campaign as company valuation soars.
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Allica Bank has partnered with creative agency 20(Something) and MindsEye to launch its first major brand campaign since achieving unicorn status earlier this year, marking a significant step in the fintech’s ambition to become the UK’s most trusted bank for established SMEs.
The campaign extends its 2025 OOH creative platform, I like a bank, built around the line ‘Like your business bank again’, and positions Allica Bank as a full-service alternative to both traditional high street banks and digital challengers.
Founded in 2019, Allica Bank has rapidly scaled to a $1.2 billion valuation and is one of the country’s fastest growing fintechs having topped Deloitte’s Tech Fast 50 in both 2023 and 2024. The new campaign represents its most significant investment in TV, OOH and digital marketing to date, aimed at accelerating awareness and demand among established SMEs, a segment that contributes over a third of UK GDP but is underserved by existing banking models.
Reintroducing relationship banking The campaign is underpinned by the simple but powerful insight that business banking has become faceless, impersonal and sometimes often inefficient as a result. A frustration felt by SMEs countrywide.
Credits
View on- Agency 20something/London
- Production Company MindsEye
- Director Mike Upson
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Credits
View on- Agency 20something/London
- Production Company MindsEye
- Director Mike Upson
- Executive Creative Director/Co-Founder Will Thacker
- Creative Lola Delafuente
- Creative Theo Ahimana
- Designer Casey Highfield
- Producer Henry Richmond
- Executive Producer Charlie Phillips
- Production Designer Macy Trieu Dingle
- DP Matthew Emvin Taylor
- Editor Flaura Atkinson
- Post Producer Angela Hart
- Post Producer Abigail Klimaszewska
- VFX Artist Henry Claud N’Guetta
- Colorist Megan Lee
- Sound Designer/Audio Mixer Tom Keats
- Executive Producer Savannah King
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency 20something/London
- Production Company MindsEye
- Director Mike Upson
- Executive Creative Director/Co-Founder Will Thacker
- Creative Lola Delafuente
- Creative Theo Ahimana
- Designer Casey Highfield
- Producer Henry Richmond
- Executive Producer Charlie Phillips
- Production Designer Macy Trieu Dingle
- DP Matthew Emvin Taylor
- Editor Flaura Atkinson
- Post Producer Angela Hart
- Post Producer Abigail Klimaszewska
- VFX Artist Henry Claud N’Guetta
- Colorist Megan Lee
- Sound Designer/Audio Mixer Tom Keats
- Executive Producer Savannah King
Large banks have scaled back relationship-led service and tend to offer increasingly complex, enterprise-level tools, while newer fintechs have prioritised speed and simplicity over the availability of human-led customer service. As a result, many established mid-sized businesses are left navigating complex financial decisions without meaningful support tailored to them.
Allica’s model is designed to fill this gap, combining a modern technology platform with dedicated relationship managers who know customers by name and are accessible via channels such as direct email, phone and WhatsApp. Unlike many fintechs, which layer services onto legacy banking infrastructure, Allica has built a proprietary technology stack from scratch, enabling it to iterate quickly and respond directly to customer needs. The campaign brings this proposition to life through a series of films and OOH that place Allica’s relationship managers directly into the everyday environments of their customers, demonstrating a level of familiarity and involvement rarely associated with banking today.
A distinctive creative approach in a serious category Allica and 20(Something) opted for a deliberately restrained, deadpan comedic style that avoids B2B banking tropes and cuts through in a category dominated by product and feature-led messaging. Each film features a relationship manager appearing in unexpected business scenarios, confidently demonstrating their understanding of the customer’s world. Shot with locked-off camera angles and minimal dialogue, the humour is driven by timing, stillness and contrast. It allows the eccentricity of the surrounding environment to play against the composed Allica representative.
The approach reflects a broader strategic decision to build brand recall and memorability through tone and character, rather than relying solely on product features or rates.
The campaign is a significant step for Allica Bank as it moves from a phase of rapid growth to set its sights on broader brand recognition, establishing itself alongside leading UK banking brands. 20(Something)’s goal was to translate their complex business propositions into culturally resonant creative platforms.
Georgie Burks, Head of Marketing, Allica Bank, said: “Business banking has become strangely impersonal. You’re passed around, put on hold, treated like a number, and for a lot of business owners, that’s just been accepted as normal.
“This campaign challenges that. It shows what it looks like when a bank actually knows your business, and why that shouldn’t be exceptional.”
Will Thacker, Creative Partner at 20(Something), said: “Allica is a very British bank, built for established SMEs and entrepreneurs who remember when banks actually knew your name. The category tends to default to either overly earnest messaging or abstract, cinematic metaphors, and neither really reflects the reality of running a business.
“We wanted to do the opposite; something grounded and recognisable, set in real spaces with real businesses. The humour comes from restraint, from what isn’t said as much as what is. Where other brands in the space rarely stop talking, this campaign creates space to listen, reflecting Allica’s core promise of being known, understood and treated like a real business, not just a set of numbers."
