The Cost of Inaction

LHV wanted to establish itself as the bank for savers. Not just another challenger bank, but a brand genuinely on the side of people trying to build financial resilience.

‍

The challenge? Most savers don't switch. Not because they're happy, but because inaction feels safe. Our job was to make the cost of that inaction impossible to ignore.

‍

The insight we built the campaign around: Staying loyal to a low-rate savings account doesn't just leave money on the table. Over five years, it costs the average UK saver £1,661. 

‍

What we did We turned LHV's internal rate data into a story with a number people couldn't dismiss. By modelling what savers with typical balances would lose by staying in a high street easy access account (2.54%) versus switching to a better rate (4%), we built a clear, compelling narrative: loyalty is costing you £28 a month.

‍

We supported that with wider market context - 8 million UK savers earning 1% or less, and the big nine banks passing on just 28% of base rate rises to easy access customers.

‍The coverage: The story landed across national and trade media, including The Times, The Mirror, The Express, and specialist finance titles including Financial IT, Modern Lender, and Fintech Boostup.

‍