US sub-prime lender The Money Store is spending £4.5m on advertising this year, including television, in a bid to establish itself in the UK market.
It is initially targeting IFAs with a £450,000 campaign starting this week which includes a mailshot to 45,000 intermediaries.
The Money Store is hoping to do deals with up to 2,500 IFAs and up to 25 packagers, as a result of the campaign. It is also looking to set up strategic alliances with life offices.
Director of sales and marketing Guy Batchelor says: "We see this as an opportunity to open up the market to IFAs. We are letting IFAs know we are here. We want to be seen as the strongest player for this type of lending and through this campaign we will be growing the market for us and intermediaries."
The campaign builds on the strapline: Think positive, we do.
The Money Store says its multi-distribution strategy, using packagers and life offices, will not cause conflict with independent advisers since its retail products are different from its wholesale products.
It is also considering expanding into specialist markets such as secured personal loans. The Money Store launched in the UK last September.