B2B Marketing Expo California logo

April 6 & 7 2022

LA Convention Center

Choose: Wisely: Challenging the status quo


Choose Wisely is a challenger price comparison website that offers consumers a fair and transparent comparison of a range of financial products, including bank accounts, credit cards, personal loans and prepaid credit cards.

In a busy and confusing market, a challenger brand needs to punch above its weight; Choose Wisely asked for Fireworx’ help in re-focusing the consumer proposition and making the brand more distinctive.


Having won a competitive three-way pitch process for the project, the goal of our brand proposition and creative for Choose Wisely was to create a message that resonated with their target audience.

It was clear from initial research that typical users of the Choose Wisely site felt marginalised when it came to money and were often confused by industry jargon. From here “Money for the Many” was born, and the site’s positive and empowering messaging and imagery was designed to reinforce that Choose Wisely users were taking back control of their finances.

Reinforcing the distinctive proposition, we used a vibrant colour palette with heavy doses of pink, green and blue to create a bold looking brand presentation, that departed strongly from other sites in the industry.

Choose Wisely used the proposition as a jumping off platform to completely re-design their site and re-focus the customer journey on bringing Money to the Many.


The Choose Wisely relaunch was an overnight conversion sensation, improving the efficiency of all the key user journey funnels:

  • Email Marketing Consent Opt-in increased by over 150%

  • Eligibility Check form click out to lenders increased by an impressive 450%

  • Commission earned from the email follow-up journey has doubled

  • Significant improvements in natural search visibility for target keyphrases 

Written by Fireworx