Establishing Zuto as the leader in ethical car finance

Our campaign demonstrated that Zuto is a company that lives its values and embodies the principles of business being for the benefit of people, communities and the planet

Z uto is a fintech on a mission to revolutionise the car finance industry and bring more transparency to customers. The Manchester-based company works with a large marketplace of lenders and has helped more than 325,000 customers in the UK find the right car finance.


In 2022, Zuto achieved BCorp accreditation – joining a growing movement of companies that see business as a force for good. Our aim was to use this accreditation as a platform from which to communicate to multiple stakeholders – including customers, prospects, current and future employees and partners – that Zuto is a purpose-driven brand and a visionary within the car finance sector.


Underpinned by thought leadership, we used multiple tactics to achieve our objective.

Demonstrate growth – we used the BCorp accreditation to help form a wider growth story, which we shared with the media. This detailed Zuto’s financial performance, headcount growth and its contribution to the local community.

Establish leadership credentials – we positioned Zuto’s CEO, Jim Wilkinson, as a leading voice in the industry through a combination of proactive opinion articles, speaking opportunities and editorial feature comments with a reactive response to topical news stories.

Boost the employer brand – we promoted the company as an excellent place to work in a way that complemented Zuto’s own internal communications strategy. This involved working with Zuto’s director of people and culture and its head of finance, to talk publicly about some of the initiatives in place within the organisation. We made sure Zuto was part of conversations around everything from diversity & inclusion and flexible working, to women in leadership and how to support staff during the cost of living crisis.

"Working with the Fourth Day team has been a pleasure. They feel like a real extension of the Zuto team; they really understand our business and what matters to us and are very aligned with Zuto in terms of values and culture. I wouldn’t hesitate to recommend them."
Lucy Sherliker Head of Customer, Zuto

At a glance:

  • Strong brand sentiment Supported core business objectives: to increase inquiries and recruit and retain talent
  • Industry recognition Won 'Best Place to Work' in the Prolific North Awards
  • 61 articles Across top tier media in 10 months
  • Industry experts Proactively approached by top tier media


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Increased brand awareness – we secured extensive coverage across top tier media that portrayed Zuto as an ethical car finance company. This included national coverage in The Times, The Express, The Sun and The Daily Mail and thought leadership pieces in Motor Finance Online, AM Online, Fintech Times and Prolific North and national coverage in The Times, The Express, The Sun and The Daily Mail.

Industry thought leadership – Our content strategy was aligned with the key themes being discussed in the industry – including electric vehicles, ESG and the rise in value of second hand cars. We were able to amplify the coverage through social media engagement and it was also shared by Zuto employees, its partners and its investors.

An award-winning employer – Coverage and opportunities to celebrate the brand were shared internally and on social media for the benefit of existing and potential employees. Our employer brand strand of the campaign culminated in Zuto being awarded Best Place to Work at the 2022 Prolific North awards.

Media coverage

  • How to manage teams effectively in the new world of work

    Employers are increasingly aware of the vital role that line managers play in hybrid and remote-working contexts. Raconteur

  • Act now: the road to a second-hand EV market

    Exploring hurdles that the automotive industry must overcome to prepare for the era of electric driving. Automotive World

  • Becoming a B Corp: the road to restoring trust in the car finance industry

    The car finance industry has, historically, suffered from an image problem. Plagued by bad practice and unfair lending rates, a change in perception is long overdue, says James Wilkinson, the CEO of Zuto. Motor Finance Online

  • Electric car uptake still facing 'major barriers' with dramatic investment needed

    Experts have called on the Government to dramatically increase its electric car infrastructure to ensure the UK meets net zero targets and gives drivers the confidence to switch. Daily Express