NatWest Student Living Index By Initiative & NatWest

The majority of UK consumers do not switch banks. With 6 out of 10 major financial life moments occurring before the age of 35, it’s important for banks to establish long-lasting relationships at the point of consumer financial independence. One of the most critical moments for banks to start this relationship is when young adults move away to university & it’s become a very competitive space in the category, primarily focused on financial incentives for signing up to accounts. In 2024 NatWest went against the category norms- rather than trying to outshout competitors in a crowded paid media space, we got consumers to come to us. The Student Living Index surveyed 6k students, generating useful insights on the costs of university in different areas from rent to pints. This owned media asset was hosted on the NatWest website but generated huge amounts of earned media through publishers and students sharing the key insights. The content from it then informed targeted paid social activity to ensure NatWest stood out vs. competitors and delivered a 21% improvement vs. business targets.