23/09/2026
Apparently we’ve got an ASBO.
Not from a court. From a competitor. In front of 40 trainees.
Someone from another provider stood up in a room full of young soldiers last week and referred to us as “ASBO.”
I’ll be honest - I quite like it.
Because if ASBO stands for Anti-Social Behaviour, I’d like to know which part they object to.
Was it the 18,000 military families we look after?
The free financial education programme we deliver in training establishments - no product pitch, no capture, just knowledge?
The AI tools we built so a soldier can get a straight answer at 11pm in the block instead of waiting three weeks for a callback?
The Trustpilot score of 4.9, every review from a real client that nobody in this market can touch?
The FCA mortgage permission we earned ourselves, so a soldier doesn’t have to explain a JPA payslip to someone who’s never seen one?
The Gold Armed Forces Covenant we hold not applied for as a badge, earned through years of showing up?
Or was it just the bit where we turned up uninvited to a market that thought it had the door locked - and soldiers chose us anyway?
Because if that’s anti-social behaviour, I’ll take the charge sheet.
Here’s what I do know.
We don’t stand in front of trainees and talk about other companies.
We talk about the soldier. Their cover. Their gaps. Their money.
That’s probably the most anti-social thing of all in this market actually putting the client first.
I’ll wear ASBO like a badge. Wouldn’t be the first time someone tried to name us something we turned into a compliment.
To the 40 trainees who heard it we’re not hard to find. Come and see what all the fuss is about.
To the person who said it - thanks for the marketing.
Genuinely.
