Challenge: Position KNAB as a platform that not only takes care of your banking, but also -independently- advises you on mortgages and insurance. Including the ones from competitors.
Insight: Recommending a competitor’s product? You would not expect it of a bank.
Idea: We have positioned KNAB as the alternative to all financial institutions that only have their own interests in mind. To emphasise this we will literally say: “You would not expect it of a bank”.