Monzo blew up in a hot millennial second when it became cool to flash the coral card while nonchalantly drawling, “Just Monzo me.” Nine years of capitalising on youthful disdain for ‘primaeval’ banks have made Monzo the UK’s largest digital bank, which is finally profitable as it goes live in the US before expanding into wider Europe. The UK’s darling unicorn is all grown up.

“Monzo had an amazing nine-year success story,” reflects vice-president of marketing AJ Coyne. He arrived at the bank ten months ago from the Swedish payments and shopping service Klarna, tasked with building a brand strategy that sets the digital bank up for “future success and to accelerate our growth without losing the things that make Monzo, Monzo”.

“We’re at a big stage of our journey where we must deliver on the mission of making money work for everyone,” he continues. “We must go beyond our heartland, geographically from London to the whole of the UK, the US, and Europe. Our average user is 33 today because they would have been in their 20s nine years ago. They’ve grown with us. We need to get to the 20s, 40s and 50s,” he details.