Financial services is arguably the lamest category when it comes to marketing.

One reason is the widespread notion that financial services are boring, so a lot of branding and advertising avoids talking about reality, and instead distracts with wacky creative treatments.

Zopa - which I've written and podcast about before - actually treat their subject (borrowing or lending) as if it is interesting. Their blog shares lots of insights to the subject. And they uncover that beneath the sweeping generalities are lots of details... including the human stories behind their borrowers.

Sure, they may be a market for the entertainers. I'm just glad to have Zopa offering something with a bit more intelligence.