How Fireworx helped Choose Wisely to Optimise their Marketing


Choose Wisely is a challenger price comparison website that offers consumers a fair and transparent comparison of a range of financial products, including bank accounts, credit cards, personal loans and prepaid credit cards.

In a busy and confusing market, a challenger brand needs to punch above its weight; Choose Wisely asked for Fireworx’ help in re-focusing the consumer proposition, and making the brand more distinctive.

Choose Wisely pink and white colour choices


Having won a competitive three-way pitch process for the project, the goal of our brand proposition and creative for Choose Wisely was to create a message that resonated with their target audience.

It was clear from initial research that typical users of the Choose Wisely site felt marginalised when it came to money, and were often confused by industry jargon. From here “Money for the Many” was born, and the site’s positive and empowering messaging and imagery was designed to reinforce that Choose Wisely users were taking back control of their finances.

Choose Wisely Brand development logos

Reinforcing the distinctive proposition, we used a vibrant colour palette with heavy doses of pink, green and blue to create a bold looking brand presentation, that departed strongly from other sites in the industry.

Choose Wisely used the proposition as a jumping off platform to completely re-design, and re-focus the customer journey on bringing Money to the Many.

Choose Wisely Homepage macbook view
Choose Wisely Website View 2 images


The Choose Wisely relaunch was an overnight conversion sensation, improving the efficiency of all the key user journey funnels:

  • Email Marketing Consent Opt-in increased by over 150%
  • Eligibility Check form click out to lenders increased by an impressive 450%
  • Commission earned from the email follow-up journey has doubled
  • Significant improvements in natural search visibility for target keyphrases
Choose Wisely Mobile View 3 phones
Choose Wisely Macbook View Loan Amount

“The re-brand of Choose Wisely helped us focus more closely on our target customer and tailor a customer journey designed to simplify choosing the right financial product for each user. We’re delighted with the early results from a more purposeful Choose Wisely, and the process with Fireworx really helped us re-evaluate our marketing strategy”

Mark Biles