Zopa: Driving value through choice
Building the proposition and content framework behind Biscuit's new benefits.
October 2026
When Zopa evolved Biscuit's benefits proposition, it marked a significant shift in how the current account rewarded customers.
Instead of a fixed set of benefits, customers could choose what mattered most to them and switch their selection as their priorities changed. The challenge was to turn that flexibility into a compelling proposition, without overwhelming customers with choices, rates and product mechanics.
Finding the story
Working across Brand, Product, Growth and Design, I helped shape the positioning around a simple idea: a bank account that rewards your taste.
Rather than treating individual benefits as separate selling points, we built a narrative around choice, control and everyday value. This became the foundation for a messaging hierarchy that could work across acquisition, onboarding and ongoing customer communications.
Building the content framework
To bring the proposition to life consistently, I led the creation of a comprehensive messaging framework covering the entire Biscuit current account.
It established the core narrative, proposition pillars, messaging hierarchy, approved copy, tone-of-voice guidance and audience-specific framing.
Crucially, it was designed as a single source of truth for both writers and AI-assisted content production, helping teams create communications that were clear, consistent and recognisably Biscuit. The framework also addressed the practical complexities of financial services marketing, from explaining rates and switching mechanics to balancing regulatory clarity with a distinctive brand voice.
From strategy to execution
The framework informed content across landing pages, CRM, acquisition campaigns, performance advertising and in-app journeys. It provided a consistent foundation while allowing messaging to adapt to different customer needs, channels and stages of the relationship.
The results
Following the introduction of the new benefits, Biscuit maintained approximately 4,000 new customer onboardings per week, with no downturn in acquisition and significantly reduced customer acquisition costs.
The work helped establish a scalable content foundation for an evolving banking proposition, bringing greater consistency to how Biscuit communicated its value.
My role: Proposition positioning, content strategy, messaging architecture, tone of voice, creative development, copywriting and cross-functional collaboration.