Money Carer

Creating a platform
for rapid growth.

Money Carer is a 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, Money Carer had developed a pioneering new banking platform to underpin its services with secure, convenient technology. The platform connects care providers, 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 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 were at odds with this pioneering new technology. So we were tasked with redeveloping and relaunching them. Audiences included carers, employees, family members, vulnerable adults and partners such as legal and financial firms.

Our solution

Taking inspiration from the new challenger banks in the financial services sector, we developed a bold, clean and contemporary brand designed to appeal to all of Money Carer’s audiences.

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 digital product and marketing teams to rationalize and redesign its website, microsites, apps and partner portals. The goal is to create an intuitive, cost-effective and future-proof digital ecosystem aligned to the new brand.