NS&I
NS&I is the UK’s savings bank and the home of Premium Bonds. Their mission is simple: to get the nation saving with confidence. I’ve written lots for NS&I in my time at TMW, including blog posts, social ads, direct mail and emails.
Younger Savers Direct ISA Campaign (2026)
NS&I wanted to target Younger Savers (18-49) with an education piece about ISAs, as well as a cross-sell/upsell message for their own Direct ISA account. There were two main objectives for these emails:
Cross-sell: Help Younger Savers understand if a Direct ISA is the right savings product for their needs and encourage them to open one.
Upsell: Motivate Younger Savers to use their new tax-free allowances by topping up their existing Direct ISA.
My task was to come up with creative header concepts to present to the client for each audience, and write the full emails once the concepts had been chosen.
Research Emails Refresh (2026)
NS&I send emails to customers asking them to participate in surveys and join their research community. But they’d been sending the same emails since 2020 and had notice a drop in engagement – so they asked TMW to refresh them.
Now, this might seem like quite a perfunctory brief, but I saw this as a great opportunity to inject some lightness and humour where it’d least be expected. The result? A very happy client and an immediate uptick in engagement.
Blog Articles
I’ve written lots of articles for NS&I over the years, including:
What is an ISA?
ISA Allowances 2026
Saving skills for life
5 tips to save smarter