Nationwide appoints Armadillo as new partners

Nationwide have appointed CRM agency Armadillo to drive personalised customer communications as part of an ambition to offer world-class service.

The new partnership aims to enhance the building society’s approach to multi-channel personalisation and deliver on an ambition to have the best customer outcomes from personalisation of any UK financial services provider.

As a member-owned mutual, Nationwide has a unique relationship with its customers and is further differentiating itself from the major banks. This includes focusing on reinvesting its profits for the benefits of its customers, continuing to value branches at a time others are closing and putting a premium on both value and service. Armadillo will work hand-in-hand with New Commercial Arts, which recently launched Nationwide’s most significant rebrand in more than 35 years.

Personalised multi-channel relevant communications will help Nationwide achieve its ambition to deliver a world-class experience for customers, building on its leading service credentials. Armadillo will help deliver this across three fronts:

  • Growing sophistication and capability in understanding customer needs and reflecting these in
  • Increased insight based personalisation to make communications more useful and more relevant.
  • Delivering brilliant, engaging creative and copy that customers will love.


“We have been looking for an agency partner to help us reset the bar for how financial service organisations should communicate with customers. Following an intensive pitch process we’re delighted to announce Armadillo as our CRM agency. The quality of their work, thought process and the strength of the team shone through in all of the sessions. We look forward to working with them as we transform our communications approach for the benefit of our members.”

Will Rossetti, Director of Personalisation and Performance Marketing at Nationwide


“We’re excited to be working with Nationwide, who we immediately felt a great synergy with. Like them, Armadillo is focused on customer needs, continual improvement, and moving at pace, so we’re looking forward to getting stuck in as a team. Working together to transform Nationwide’s 121 communications, developing best practice, multi-channel, creative comms that truly benefit their customers.”

James Ray, Armadillo CEO