Leading non-bank lender Pepper Money has appointed The Royals as its new creative agency following a competitive pitch, signalling a shift toward more expressive and high-impact brand work as the business continues to scale.
The appointment, finalised after an extensive RFP process led by head of brand and marketing David Berry alongside Tumbleturn Marketing Advisory partner Dan Johns, marks the end of a decade-long partnership with String Theory.
Chief marketing officer Sarah Pikardt described the move as a natural evolution for the brand, which has spent the past 25 years — and particularly the last decade — building a strong internal foundation.
“Together, we created a brand platform grounded in ‘real life’, with a clear sense of purpose, values and tone in how we show up for customers, brokers and each other,” Pikardt said. “Those foundations are strong and deeply felt inside Pepper Money, it gives us the confidence to move into this next phase with The Royals, focusing on expression and impact.”
String Theory, led by Navigator Dr Jane Cherrington, played a central role in shaping the lender’s brand across culture, customer experience and partner relationships, helping position it as a major player in the non-bank lending category.
Cherrington said the transition reflects the maturity of the brand. “Our role has always been to help build brands to a point where they don’t need us anymore. That time has come,” she said, describing Pepper Money as a “transparent, human, and purpose-led” business.
The Royals’ managing partner Andrew Siwka said the agency was attracted to Pepper Money’s ambition and clarity of purpose, pointing to strong alignment between the two organisations. The agency brings category experience, having previously worked with non-bank lenders on major campaigns.
A structured handover is underway, with String Theory providing assets, knowledge and support to ensure continuity. Key contributors including Jeremy Taine and Tim Blower were acknowledged, alongside production partners such as Liquid Studios and photographer Alistair Guthrie.
Pepper Money continues to work with a roster of specialist agencies including Customedia and humann. communications to deliver integrated campaigns across trade and consumer channels.
The move comes amid strong business momentum, with Pepper Money reporting record 2025 results, including $10.3 billion in originations and $21.8 billion in assets under management. The lender has supported more than 614,000 customers to date and is targeting one million by 2029.
String Theory will continue to support selected projects in the short term as the new agency partnership beds in.
