Gemma Dunn, Director

Last month, a Brighton-based scaleup founder told me they’d rather face COVID lockdowns again than navigate today’s perfect storm of challenges. ‘At least then we knew help was coming,’ she said. 

This weighed heavy. The sad reality is that over six hundred thousand UK businesses now are in significant financial distress. Her story was just one of many. Even those who are financially secure and have a steady cash flow still face a raft of challenges. Planning applications are trapped in bureaucratic quicksand. High interest rates make expansion feel like gambling. Supply chains still haven’t recovered from global shocks. The list goes on. 

The entrepreneurs that drive our economy aren’t asking for handouts. They want clarity, support, and partnerships. They want financial institutions which understand that today’s challenges require tomorrow’s thinking. This just isn’t capital – it's a bank knowing that a grid connection delay could sink an otherwise viable business. That traditional risk metrics might miss the next big thing in green technology. 

The financial services sector in the UK now has an unprecedented opportunity to step up. Not just as lenders, but as partners who will stand firm during tough times. Through clear communication, transparent decision making, and innovative financial products that truly reflect today’s business realities, banks can help bridge the gap between entrepreneurial ambition and market challenges. 

How banks can show they understand today’s entrepreneur 

Amid the challenges, it’s time for the financial services sector to radically rethink how it communicates with and supports entrepreneurs. There are several key messaging principles that banks should consider. 

First, acknowledge the reality. Entrepreneurs are smart enough to spot generic platitudes. They’ve been told umpteen times that ‘in challenging times, we’re here to support growth.’ They know when banks are reading from a script. Instead, demonstrate genuine understanding of specific challenges. Don’t say it, show it by talking about concrete issues like grid connection delays, planning bottlenecks, or sector-specific challenges. Go beyond. Communications teams should develop messaging frameworks that speak to specific pain points across different sectors, stages of business growth, and regional contexts. When 30,000 businesses are in critical financial distress, authenticity isn’t optional.  

Second, shift from transactional to transformational messaging. Traditional bank communications focus heavily on products and rates. But, as stated earlier, entrepreneurs don’t want generic products. They need financial institutions that can serve as a one-stop shop for their evolving needs - from day-to-day banking to insurance, working capital, and growth finance. Communications should position banks as guides through complexity, not just sources of capital. Share insight, not just information. Explain how risk assessments are adapting to account for today's unique challenges. 

Third, make expertise tangible. With interest rates high, entrepreneurs need to understand how to use capital wisely. Communications teams should consider developing sector-specific content hubs that combine practical insights with financial guidance. This might mean creating detailed guides for renewable energy transitions, explaining how supply chain finance can support international expansion, or demonstrating how working capital solutions can enable digital transformation. 

Finally, tone matters as much as content. After a number of gruelling years, entrepreneurs are tired of being talked down to. They don't need cheerleading, but clear, practical support delivered with empathy and understanding. This requires a delicate balance. Communicators should acknowledge challenges without dwelling on them, demonstrate expertise without condescension, and offer hope without empty optimism. The most effective messaging combines practical support with genuine empathy, showing entrepreneurs they're understood while providing clear pathways forward. 

In short, there’s no place for business-as-usual communications. Banks now have an opportunity to write the next chapter of British business history. Success lies not in overtly trying to sell products, but in showing entrepreneurs that they’re understood, supported, and partnered with for the long haul.  

Missive is an integrated communications consultancy with deep expertise in financial services, technology and enterprise brands. 

We partner with businesses to create communications that resonate with real-world challenges. Our work helps organisations move beyond product-focused marketing to build authentic connections with their audiences. 

Ready to transform how your organisation communicates with today's business leaders? Contact the Missive team to discuss how we can help position your brand as a true partner in business growth.