Money Carer

Creating a platform
for rapid growth


Money Carer is an independent social enterprise offering everyday money management services to vulnerable people and their carers. We worked with its marketing and leadership teams to develop a brand, digital user experience and marketing assets that reflected its position at the forefront of technology in the social care sector.

  • Brand identity
  • Digital audit
  • Banking app design
  • Website design and build
  • Marketing collateral
  • Event presence

The challenge

Over the last few years, it has developed a pioneering new banking platform to underpin its services with secure, convenient technology. Amongst other things, the platform connects care providers, legal partners and local government bodies to the information and tools they need to manage the finances of their clients. This includes typical bank account services alongside more bespoke facilities such as cash-by-text, AI bill scanning and benefit eligibility checks.

Created over a decade ago by the Affinity team, Money Carer’s existing brand and digital assets didn’t reflect the business’s position at the forefront of technology in the social care sector. To address this, we were tasked with developing the brand and redeveloping the corporate website, microsites, apps and partner portals.

Our solution

Taking inspiration from the new challenger banks of the financial services sector, we developed a bold, clean and more contemporary brand designed to appeal to all of Money Carer’s audiences (carers, employees, family members, vulnerable adults and client partners such as legal and financial firms).

As the old brand was trusted and respected, we evolved rather than replaced its colors, making them deeper and brighter. A new logo paying homage to the circle of care, together with a new typeface, provided a softness appropriate to the organization’s remit.

Following a comprehensive digital audit, we are now working with Money Carer’s product and marketing teams to rationalise and redesign its website, microsites, apps and partner portals. The goal is to create an intuitive, cost-effective and future-proof digital ecosystem that aligns to the new brand.


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The Stanley Building
7 Pancras Square
King’s Cross
London N1C 4AG

+44 203 859 7699

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