‘Competing for that top of wallet card’: Yonder on its position as an Amex challenger
Having secured investment from NatWest, Yonder is planning to break through in the financial services market as a “fun and relatable” alternative for younger bankers.
With American Express dominating reward-led banking, its competitors need to think uniquely to stand out.
Through its humorous marketing aimed at a younger audience, credit card company Yonder, launched in 2022, is looking to do just that, with its brand journey set to ramp up after securing investment from NatWest in early April.
“When we were building our brand from the beginning, we didn’t know what people were going to think of it,” says Tom Davies, VP of marketing at Yonder, who says the brand is “subtly maturing” as it continues to build its market share and position itself as “an Amex alterative”.
