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.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now