Purpose
Engagement
ClearBank

Unlocking purpose for fintech banking

Challenge

When it was founded in 2015, ClearBank was the first new UK clearing bank for 250 years. The business grew rapidly over the following years and the leadership team felt it timely to define and articulate its Purpose and develop its ESG strategy. They strongly believed that having a clear Purpose would help them deliver greater value to all their stakeholders, and in turn create a strong culture under a shared vision and ambition.

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Responsibilities

Through a series of workshops, interviews, and pulse surveys we were able to gather insights around materiality, perception, sentiment, and definition. Working collaboratively and alongside the ExCo leadership team we helped them align around a shared vision. Then, using the data and insights we had collected we were able to uncover a distinctive articulation of their Purpose.

Our insight also informed the creation of a set of ownable values and principles designed to align to the vision and guide the business and its people to deliver the Purpose.

Employees were central to the approach and our process ensured we captured their personal inputs around desired attributes and behaviours. This in turn led to the development of an Employee Value Proposition to attract new talent.

Having defined a Purpose based platform for the business, our role extended to working with HR, Comms, ExCo and the ESG team to deliver a strategic approach and plan for internal communications. The aim being to embed the new Purpose, vision and values throughout the business and provide tangible results on which ClearBank can demonstrate and report.

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Achievements

ClearBank launched its Purpose of “Unlocking potential” with a video, filmed during a Covid-19 lockdown, that centres on the theme of “What if?”. This concept was developed from the insight that from the early days of its inception ClearBank has had a pioneering approach to technology and payment services, asking “what if” things could be better. This theme is also integral to the company’s values and principles. The successful launch was supported by internal communications collateral and we continue to support the teams in co-ordinating the roll-out and engagement programme.

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