Quilter jumps into bed with Joint for new growth drive

Financial services giant Quilter, which has nearly £120bn in assets under management and administration, has appointed independent agency Joint as lead agency following a competitive pitch.

The move will see Joint develop a new brand platform to support Quilter’s growth plans and reinforce its position in the financial services sector.

Joint has been tasked with creating a unique and distinctive, creative brand positioning to help attract new customers, strengthen Quilter’s relationships with financial advisers and retain existing clients.

The new brand platform and campaign is set to launch in late 2025 with future work spanning social, digital, print and press channels.

Quilter was listed on the London Stock Exchange in 2018; it is now one of the UK’s largest wealth managers. It has previously invested in high-profile brand-building initiatives to champion the role of financial advice and recently became the first title-partner of rugby’s Autumn Nations Series, which has now rebranded Quilter Nations Series.

This new creative direction with Joint represents the next phase of the company’s brand evolution.

Quilter senior brand manager Sarah Ireland said: “We were looking for an outstanding creative partner to work with us on the next phase of our brand development. In Joint, we’ve found a creative energy and aspiration that matches our own and we can’t wait to share our new positioning with our existing and prospective customers.”

Joint managing director Lou Fielding added: “The Quilter team’s ambition for their brand is infectious and we are equally enthused about what we can achieve together. This is a truly collaborative partnership with a shared goal to do something different in the category on behalf of consumers. We’re excited to bring this vision to life.”