NatWest: Thrive with Marcus Rashford

NatWest, a bank, constructed a financial wellbeing programme in collaboration with UK footballer, Marcus Rashford, to ensure that the needs and hopes of young people were carefully listened to and make sure NatWest was relevant and relatable.

How strategy helped reimagine old school thinking about financial confidence

Executive Summary

"I know so many talented young people who could really benefit from NatWest Thrive, who could actually propel themselves into something much bigger and achieve their goals. I'm really excited to be involved and to help shape it." – Marcus Rashford MBE

All young people deserve to fulfil their potential. Yet 81% of young people today are not confident about their financial future.i And 57% of 12–17-year-olds don't feel confident about managing their money.ii

We wanted to change this.

Based on our key insight that...

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Insights Team
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