Making a comparison site the voice consumers trust.

The brief

Money.co.uk is one of the UK’s leading financial comparison websites — a major consumer brand competing in one of the most fiercely contested online markets. Financial comparison is a sector where content marketing and earned media are significant commercial investments, with every major platform running sophisticated programmes designed to build domain authority and editorial credibility simultaneously.

Motive was engaged to develop a series of creative PR campaigns that would earn Money.co.uk coverage and links in authoritative publications — positioning the brand not just as a comparison tool but as a trusted voice on personal finance, energy and sustainable living.

The approach

The challenge in financial PR is finding the angles that feel genuinely interesting rather than transparently commercial. Money content is everywhere — what cuts through is originality. We developed a series of data-led creative campaigns, each designed around a fresh angle that gave journalists a news story worth writing rather than a brand announcement worth ignoring.

The most successful was the Eco Pets League — a study into the carbon footprints of popular pets that revealed the tortoise as the most eco-conscious companion animal. The story was genuinely surprising, genuinely useful and genuinely shareable. It earned 20 items of coverage including a placement in National Geographic — one of the most authoritative editorial endorsements a consumer campaign can earn.

Alongside the pets study, we developed campaigns around eco-home improvements and energy efficiency — speaking to academics and building practical guides on transforming draughty houses and reducing energy bills. This landed coverage in Ideal Home, House Beautiful and Mail Online. Further campaigns around eco camping tips, energy-draining gadgets, and essential meter readings kept Money.co.uk consistently in front of consumer and lifestyle journalists throughout the campaign period.

The result

139 items of coverage across a campaign that positioned Money.co.uk as a thoughtful, authoritative consumer voice rather than simply a price comparison tool. The National Geographic placement in particular demonstrated that with the right creative idea, a financial comparison brand can earn editorial presence in publications that would normally never touch commercial finance content.

That’s the value of genuine PR thinking applied to a financial brief — not press releases about interest rates, but original ideas that earn their place in publications like National Geographic because they deserve it.