Monzo has been awarded Financial Marketer’s 2025 Campaign of the Year for its standout brand platform, “The Book of Money” a campaign that turned financial literacy into a mainstream cultural event.
Where most financial marketing leans on features, rates or seasonal spikes, Monzo chose a bigger ambition – make money knowledge accessible to everyone. Published with Penguin, The Book of Money is a real personal finance handbook designed for people who would never normally pick one up. It is warm, practical and jargon free, shaped by insights from millions of Monzo customers.
The work started with a bold insight. Monzo’s research found that 51 percent of Brits feel they aren’t reaching their financial potential due to lack of money knowledge, and 72 percent of under 34s feel financially held back. That problem became the backbone of the creative idea.
To launch the book, Monzo opened The Book Nook, a hot coral pop up bookstore in Soho. Visitors completed a money goals quiz and walked out with a personalised book cover, one of more than 800 titles generated from 8,000 ideas. It was a simple but powerful way of making money feel human, relatable and personal.
The campaign then scaled nationally through retailers, social content, OOH and a five part video series, “Lessons from the Book of Money”, fronted by creator Shu Lin. The series has already generated over seven million views, turning book chapters into everyday money lessons delivered in under 60 seconds.
Most importantly, Monzo is donating its share of book royalties to Money Ready, a financial education charity supporting around 50,000 people a year.
AJ Coyne, VP Marketing & Growth at Monzo, described the intent clearly:
“ At Monzo, we are on a mission to make money work for everyone. With The Book of Money, we wanted to demystify finance, remove the judgement, and give people a practical guide shaped by millions of real conversations.”
Congrats Maja Bayyoud Writing Lead, Monzo and your brilliant all-female team and Coral Garvey Creative Director, Monzo, on bringing to life such a wonderful, personal finance guide for people who’d never normally read one!!
Why we love it…
Monzo’s campaign is everything modern financial marketing should be:
• research led
• culturally relevant
• values driven
• creative at scale
• anchored in real human need
Tristan Fawley Executive Creative Director, The Dubs Agency said
“ Monzo reminded the entire category that creativity has the power to make finance feel human. The Book of Money takes a real consumer problem ‘financial anxiety’ and turns it into something useful, beautiful and culturally relevant. It proves that the best financial marketing doesn’t just explain products, it empowers people.”
It’s a campaign that educates, inspires and elevates the category and a deserving winner of Financial Marketer’s Campaign of the Year 2025.
Congratulations Monzo on a great campaign!
