For new client and smart money app, Plum, we enlisted the help of Edinburgh Fringe Joke of the Year winner, Mark Simmons, to break the nation’s money inertia after research found that personal finance is amongst 2025’s ‘most avoided’ topics of conversation – up there with Trump, Botox and Brexit.

With studies showing humour is an effective way of tackling stigma, the comedian created ‘Improv’ Your Finances – a finance joke book to get people talking and taking action. Members of the public across London were also treated to a stand up (and stand out) performance from Mark to put personal finance front of mind ahead of the ISA deadline.

The campaign was based on analysis by Plum which revealed that more than £300bn is lying dormant in non-interest-bearing accounts with 15% of household cash savings currently sitting idle in easy access and flexible accounts where no interest is being earned.

Coverage achieved so far includes London Evening Standard’s homepage, The Independent, Daily Star and Sky News Radio’s news bulletins.