Financial advice in the moment, for life’s key moments

Whistle is pioneering a new category of financial advisor, designed to deliver regulated advice when and where customers need it. Embedded directly within financial platforms such as pension providers, banks and investment trusts, it helps partners retain customers and their financial assets while making advice more accessible and affordable.

Our role was to create a brand that would define this new space, engage both providers and consumers, and establish Whistle as the trusted source of on-demand financial advice.

Insight

• When people reach significant money moments in their lives, they typically either seek advice independently and switch their assets to alternative providers or avoid taking advice altogether.
• Traditional financial advice is often perceived as expensive, and for the wealthier few.
• Pension providers, investment platforms and banks need better ways to support their customers while maintaining engagement and retaining assets under management.
• There was an opportunity to create a new model of advice that sits within existing customer journeys, making support available at the point of need – financial advice when and where you need it.

Idea

• We positioned Whistle as a completely new category: Financial advice on-demand.
• We created a simple, ownable proposition: “Financial advice in the moment, for life’s key moments.”
• We named the new brand ‘Whistle’, speaking to a familiar call for assistance, with a side-order of charm to convey the supportive nature of this service.

Identity

• We designed a warm, approachable visual personality, using graphic speech bubbles to represent the real-time conversational nature of the advice.
• We used bright, candid photography to bring warmth, humanity and optimism to the category.
• The overall design approach is simple and contemporary, to appeal not just to customers but crucially also to financial services providers.

Implementation

• Category definition
• Brand proposition and messaging
• Naming
• Visual and verbal identity
• Brand Guidelines
• Launch applications design