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Why MoneySuperMarket Is Stepping Back from Paid Media
- Truene Creative
- Jul 30
- 3 min read
For years, paid media has been treated as something of a safety net for marketing. When organic traffic slowed or the pipeline dried up, a few well-placed ads could usually bring the numbers back. But that approach is starting to falter. Acquisition costs are rising, customer attention is harder to hold, and brands are being forced to ask more difficult questions about what actually drives sustainable growth.
MoneySuperMarket’s parent company, The MONY Group, has taken a refreshingly honest approach to that challenge. In its H1 2025 interim results, the business revealed a clear shift in strategy. Paid media is no longer the priority. Instead, investment is being directed into loyalty, CRM, social media and digital engagement that the company can own and scale.
Of the £96.2 million marketing spend for the six months (ending 30 June 2025), £48 million was designated to online channels. A further £24 million was spent on cashback and rewards through their loyalty programme. TV and radio received £14 million, with the rest allocated to other areas. The reallocation signals a fundamental rethinking of how marketing contributes to long-term profitability.
Behind the change is a blunt commercial truth. Pay-per-click costs have risen by 20% year on year. According to CFO Niall McBride:
“Ultimately, our long-term strategy is to reduce reliance on paid media, which is why we’re leaning into growing the clubs and focusing on profitable growth.”
In plain terms, the business is stepping away from dependency on high-cost traffic and investing in systems that encourage repeat engagement, higher margins and owned growth.
...and the numbers back it up.
Here’s what the data reveals:
£96.2 million marketing spend in H1 2025
£48 million invested in online channels including social media
£24 million spent on cashback and loyalty rewards
£14 million allocated to TV and radio
20% increase in PPC costs compared to H1 2024
1.5 million SuperSaveClub members as of July 2025, up from 1 million in February 2025
14% of group revenue generated by loyalty members in H1 2025
Loyalty members are 3× more likely to make a second purchase
Loyalty members are 2× more likely to engage with CRM
App usage is 4× higher among loyalty members
Revenue per user rose by £1.59 to £19.83 in H1 2025
Net Promoter Score (NPS) increased from 71 to 72 between H1 2024 and H1 2025
A paid search campaign delivered 1,377% ROI in 2024
Microsoft Advertising optimisations delivered a 25% uplift in revenue and an 8‑point margin gain in 2024
What these figures show is that value is not necessarily tied to volume. Although the group saw a reduction of 1.3 million active users, the remaining customer base became more engaged and more profitable. This is not the result of a lucky pivot. It is the outcome of intentional investment in lifetime value over short-term clicks.
It is also a reminder that paid campaigns, while effective in bursts, do not build brand equity on their own. MoneySuperMarket’s most successful paid campaigns work because they sit within a broader structure. That structure includes loyalty frameworks, personalised communications and product experiences that make people want to return without needing another ad to convince them.
Key learnings for marketers:
Paid media should amplify, not compensate. It works best when layered on top of clear positioning and engaged customer journeys.
Loyalty drives profitability. Repeat customers consistently outperform new ones when nurtured through structured programmes.
Social is not just surface-level. Used well, it builds momentum behind CRM and loyalty initiatives.
Owned channels offer long-term control. CRM, apps and email lists are less volatile than paid platforms and offer better margin protection.
Big budgets do not always win. Efficiency, alignment and engagement are the new performance metrics.
It is better to convert the right customer once than chase the wrong one five times.
We believe paid media has its place, but it should never be the only tool in the box. Great marketing works when it supports a clearly positioned brand, a compelling customer experience and an infrastructure that keeps people coming back.
MoneySuperMarket is not abandoning paid advertising. What they are doing is reducing their dependence on it. They are shifting focus from rented reach to retained relevance.
That is the future of marketing, and if your business is still reliant on ads to stay visible, it may be time to reframe the way you grow.
If you are ready to invest in strategy that makes your marketing work harder, for longer, we would love to help. Contact us here.
Sources: MONY Group Interim Results – Investegate, MONY Group Interim Results Presentation – MarketScreener, Performance Marketing World – MoneySuperMarket Case Study, Microsoft Advertising Case Study