Algbra emerged as the poster boy in ethical finance. They launched a Shariah-compliant banking app tailored for young professionals, particularly British Muslims. Recognising the gap in a market saturated with traditional and often non-compliant financial services, Algbra was conceived to harmonise financial products with the values of its users. Algbra's senior management worked with us to lead the instrumental development for the brand.

During brand strategy development we identified that their core target audience had more disposable income than previous generations and were increasingly in tune with their Islamic finance and ethical finance needs. But most ethical finance brands position themselves around activism which falls flat when their priority is ultimately trust in the banking operations. So, we identified an opportunity to own the intersection between financial excellence and ethical finance, and we built the brand platform: ‘Get good with money’, which unites sound financial choices with ethical investments, powering users to align money with values.