Allica launches biggest-ever brand campaign as profits surge

Allica Bank has unveiled its largest brand campaign to date, as the fast-growing UK business bank reports a sharp rise in profits and customer growth in its latest annual results.

The multi-channel campaign, built around the tagline “Like your business bank again”, spans TV, out-of-home advertising and digital platforms, signalling a major step in the bank’s ambition to become the leading banking partner for the UK’s established SMEs.

At the core of the campaign is a clear message: business banking has become too impersonal.

Through a series of adverts using understated humour, Allica highlights common frustrations faced by business owners, from being passed between call centres to dealing with different representatives each time.

The creative positions the bank as a direct alternative, emphasising relationship-led banking supported by proprietary technology.

The campaign focuses on established businesses – often overlooked by both traditional high street banks and consumer-focused fintechs – which collectively employ around a third of the UK workforce.

By placing relationship managers in real-world business environments such as shops, factories and industrial estates, the adverts aim to demonstrate a more hands-on, personalised approach to banking.

Georgie Burks, Head of Marketing at Allica Bank, said the campaign challenges what many business owners have come to accept as standard.

“Business banking has become strangely impersonal. You’re passed around, put on hold, treated like a number — and for a lot of business owners, that’s just been accepted as normal. This campaign shows what it looks like when a bank actually knows your business.”

The campaign launch coincides with strong financial performance for 2025 from Allica this week, underlining the bank’s rapid expansion.

Allica reported underlying pre-tax profit up 34% to £43.7 million, gross revenue rising 27% to £371.3 million, and Business Reward Account customers increasing 133%, surpassing 14,000 established businesses.

The results mark the bank’s third consecutive year of profitability, reflecting growing demand for a full-service SME banking model.

Allica CEO Richard Davies said the campaign comes at a pivotal moment for the business.

“Allica is building the category-defining digital bank for established SMEs – a segment that makes up a third of the economy but is drastically underserved. We’ve built the technology, the team, and proven our model works. Now is the time to ensure the businesses who need us most know we exist.”

The new campaign – developed with creative agency 20(SOMETHING) – represents the bank’s most significant investment in brand marketing so far. It is being rolled out across major broadcasters including Sky, ITV and Channel 4, as well as YouTube and Global’s Transport for London network.