Money Advice Trust reach more people needing urgent debt help thanks to Experian

Analysis of the charity’s National Debtline customer base reveals the types of people in need of support

UK, 28 May, 2024: The Money Advice Trust’s National Debtline has helped an additional 8,200 people with free, independent debt advice since September thanks to its latest targeted advertising and media campaign, built on Experian insights.

Many people continue to feel pressure caused by rising bills, but findings from National Debtline show a third of callers wait a year or more before seeking advice for their debts, often deepening their problems and worsening the impact on their mental health.

In September 2023, the leading debt advice charity launched a new targeted campaign, aimed at driving engagement and awareness of its National Debtline service amongst those who may need free, impartial support with debt problems.

Using insights derived from Experian, the charity was able to better inform key aspects of its campaign, including identifying areas with higher concentrations of people dealing with money problems, using this insight to help reach people in need of debt advice more widely.

The analysis helped shape National Debtline’s target audience for the campaign, comprising people who:

·       Typically have a household of income of between £20,000 to £29,000, and live in social housing

·       Are in the younger age category, aged 26-35

·       Are digitally-savvy, with smartphones and users of social media

The seven-month campaign drove more than 100,000 visits to the National Debtline website, 5,300 additional calls to its free telephone advice service and 2,900 additional webchat advice sessions. The digital element of the campaign generated 9.9 million impressions.

Colin Grieves, Managing Director, Experian Marketing Services, said: “The Money Advice Trust is a long-standing partner of Experian’s and we’re very proud to help them in their work as part of our continued drive to promote consumer financial health.

“Only by gaining a deeper understanding of existing and prospective clients can organisations, including charities, better engage and target their audiences through the most effective communication channels and in the right locations.”

Matt Hartley, Head of Influencing and Engagement at the Money Advice Trust, the charity that runs National Debtline, said: “As cost-of-living pressures continue to impact households across the country, it’s never been more important to make more people aware of National Debtline. 

“With support from Experian we are now reaching even more people who can benefit from our free, expert, independent debt advice that is changing lives every day.”



Analysis of National Debtline clients conducted with Experian Mosaic and Financial Strategy Segments, which groups individuals and households based on their demographic, behaviours and lifestyle characteristics. It helps organisations better understand their existing and prospective customers and make their marketing and strategic business decisions more affective.

To find out more about Experian Marketing Services, visit:

Media contact:

Robert Goodman, PR Manager, Corporate & Business, UK&I, Experian

Tel: +44 7989 398 498 / Email:

About Experian

Experian is a global data and technology company, powering opportunities for people and businesses around the world. We help to redefine lending practices, uncover and prevent fraud, simplify healthcare, deliver digital marketing solutions, and gain deeper insights into the automotive market, all using our unique combination of data, analytics and software. We also assist millions of people to realise their financial goals and help them to save time and money.

We operate across a range of markets, from financial services to healthcare, automotive, agrifinance, insurance, and many more industry segments.

We invest in talented people and new advanced technologies to unlock the power of data and innovate. As a FTSE 100 Index company listed on the London Stock Exchange (EXPN), we have a team of 22,500 people across 32 countries. Our corporate headquarters are in Dublin, Ireland. Learn more at

About Money Advice Trust

The Money Advice Trust is a charity which helps people across the UK tackle their debts and manage their money with confidence. The Trust’s main activities are providing free advice through National Debtline and Business Debtline, supporting advisers through Wiseradviser and improving the UK’s money and debt environment through policy, research and awareness raising campaigns.    

   National Debtline provides free, impartial debt advice from experts who care. National Debtline can be contacted at

   Business Debtline provides free, impartial debt advice for small business owners and the self-employed. Business Debtline be contacted at