Feedback from Metro’s readers had shown 73% wanted more personal finance information and advice – they earn higher disposable income than the national average but tend not to read other papers, let alone finance sections. And so, Metro devised a new Money section. Halifax wanted to align itself with relevant lifestyle content and be seen a ‘straightforward and straight talking’ bank. Once it understood the appetite was there amongst Metro’s readers for quality information on being savvy with their money, it was obvious Metro was the perfect partner to help achieve this. In September 2017, Metro and Halifax together launched Money – a brand new four page feature section to fuel millennial readers with ideas and inspiration on how to save and spend money wisely, without the financial jargon. The huge success of Money is down to its straightforward tone and has improved Halifax’s ‘straight-talking’ perception by 70% amongst those exposed to the partnership. Brand consideration has also improved by 150% uplift and increased the likelihood of readers choosing Halifax in the next year by 61%. Metro’s weekly Money section has now grown to a six page feature and remains a regular fixture in the paper sponsored by Halifax.