Charcol in fund superstore ploy

Mortgage provider Charcol is to reposition its online mortgage brokering service, Charcolonline, as a fund supermarket, offering a variety of other companies’ financial services.

Charcol marketing director Maria Davlantes says the move follows research which revealed that customers see the company as “authoritative about the financial sector”.

Charcol will reposition itself later this year. Although the services which will be provided have not yet been disclosed, fund supermarket products typically include pensions, ISAs and insurance. Davlantes says that Charcol will still provide mortgages.

The company is reviewing its marketing strategy and aims to maintain awareness of the brand, which has a recognition rate of 28 per cent. But it has no plans to review its work with Masius, which created the ads featuring journalist Jonathan Meades last year.

The company will continue to broker mortgages through its ten Charcol branches in South-east England and through estate agents nationwide.

Davlantes says: “We’re trying to provide a full service to online customers. We have a strong customer base and we’ve been thinking about what else we can provide.”

Charcol, formerly known as John Charcol, was rebranded in 1999 when it was bought by Bradford & Bingley. The online arm was launched in November 1999 and offers 500 mortgage products from 45 lenders.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here