The Bank of Mum and Dad

A financial force worth naming

Homeownership has never been more out of reach for younger generations. Legal & General wanted to put data behind the growing reliance on family support, and lead the conversation on intergenerational lending in the UK.

Working with economic consultancy Cebr, we created a credible economic model to measure the size and impact of what had become one of the UK’s biggest lenders in practice: the Bank of Mum and Dad.

This wasn’t a one-off story. It was the start of a repeatable, agenda-setting campaign with built-in longevity and real-world relevance.

Making headlines with data

Each wave of the Bank of Mum and Dad campaign was anchored by a whitepaper, combining Cebr’s modelling with sharp editorial storytelling.

We brought the campaign to life with compelling headlines and rich assets. Our approach included:

• A headline whitepaper built around a robust economic analysis from Cebr, designed to spark national media debate
• Targeted media outreach, securing coverage across personal finance, housing, and consumer affairs desks at national and broadcast media
• Social media activity, with paid and organic content driving engagement and reach

Earning influence across sectors

What started as a single campaign grew into a platform for wider commentary on housing, wealth inequality and family finance. We ran six UK waves and even expanded into the US, working hand-in-hand with Legal & General’s comms team to build a campaign that personal finance journalists now actively look out for each year.

Following BoMaD’s success, Legal & General partnered with us on follow-up campaigns including The Isolation Economy, exploring how the pandemic reshaped household spending and income.

This partnership has helped cement Legal & General’s role as a trusted voice on intergenerational economics, with consistent exposure across both mainstream and specialist media.