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IF plans IFA marketing push

Halifax&#39s telephone and internet bank Intelligent Finance is starting a £30m marketing campaign targeting intermediaries.

The new venture was launched last week and aims to use a number of customer communication channels including IFAs and web-enabled mobile phones to give customers access to personal banking services and mortgages.

Intelligent Finance or “IF” says it needs to start its marketing efforts with intermediaries because they will need to register for licences to use the service ahead of the product launch later on this year.

IFAs can expect to be targeted through trade press advertisements, direct mail and roadshows.

The company also says it is in negotiations with major IFA networks on the licencing issue as part of its bid to maintain the broad appeal of the products which IF says it wants to achieve.

Intelligent Finance marketing director Angela McIntosh says: “Partnerships with IFAs is a big part of our strategy. We will be targeting intermediaries from around June and marketing to consumers later on in the year.”

The bank says its aiming to attract more than 2m customers by the end of 2004 and intends to use a multi-media approach to entice consumers including national press, television and poster advertising plus banner advertising on the internet.


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