While some financial institutions invest in their relationships with customers, U.K. challenger bank Monzo focuses on hooking customers with community building efforts.

“[The goal] is broadly to get to a stage where customers are referring their friends because they love the product and feel like they’re a part of the mission — you need to take customers away from being ‘standard customers’ to being advocates feeling like they’re part of it,” said Tristan Thomas, Monzo’s head of marketing and community.

The company’s biggest growth driver is loyalty, with word-of-mouth referrals being the source of 80 percent of new customer growth, according to the company. The remaining 20 percent is based on a limited amount of sponsored ads on Facebook and Twitter. Monzo’s approach is based on the principle that customers will stay loyal and will refer others if they’ve got some kind of stake in the business.

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