24 July 2026
Quilter has announced the launch of its first ever television advert, marking a major new chapter for its Money Needs a Plan campaign.
Developed in partnership with independent creative agency, Joint, the campaign encourages people to think more actively about their money, and whether it’s simply sitting doing nothing for them.
The advert sees a couple’s therapy session playing out, with the reveal at the end being that one of the participants is a pile of cash sitting there doing nothing, encouraging people to be active with their money and make a plan for it.
Launching on Saturday 25th July, the campaign marks Quilter’s first-ever TV advertising campaign and its biggest brand push to date, and comes following the launch of Money Needs a Plan last October.
Running for five weeks across television, video on-demand, social and digital channels, the advert is directed by Tim Godsall, whose acclaimed comedic storytelling brings warmth and relatability to the campaign’s central message.
Steven Levin, chief executive officer at Quilter, said: “Taking the Quilter brand and our campaign to TV is a significant moment for the business. This advert gives us a great opportunity to connect with consumers in a more memorable and engaging way.
“Money Needs a Plan is all about helping people see that financial planning doesn't have to be complicated or only for the wealthy. It's about having a clear idea of where you want to get to and taking practical steps to move in the right direction.
“By taking the campaign to TV for the first time, we hope to reach millions more people with a simple message that having a plan can help you make the most of your money. We hope it encourages more people to have meaningful conversations about their financial future and seek support where they need it.”
