The story of how Metro Bank welcomed a brand new community of small businesses who didn’t even exist before lockdown.

Metro Bank’s ambition is to be the UK’s best community bank, and helping local businesses thrive and grow is a huge part of making that happen. We’re award-winning people-people, and for us, it’s all about our customers. So when it came to launching our first ever B2B campaign, we knew they would take centre stage.

But we could never have predicted the pandemic. When ‘lockdown’ suddenly became the word on everyone’s lips, we had to drastically change our strategy to match new and different customer needs. So we built a campaign that would appeal to an audience of small business owners who didn’t even exist yet. With high hopes that the UK’s recovery would be led by this new type of start-up entrepreneur, we set about building a B2B proposition that they’d be crying out for. One centred around our amazing Local Business Managers, who provide the kind of personal support that other banks...