Helping Aire deliver credit where it’s due


Based in London, UK, Aire helps lenders assess credit applications - even where the customer has no credit history.

It enables lenders to understand customers better, by gathering financial and lifestyle information directly from the consumer.

In 2019, Aire hired Roaring Mouse to increase its presence with UK lenders and drive awareness of Aire’s customer-friendly answer to thin credit file problems among decision-makers.

Roaring Mouse implemented a proactive PR campaign that embedded Aire in the UK credit landscape.


Roaring Mouse devised a campaign to highlight Aire’s ability to promote financial inclusion, and targeted awards that built profile and credibility.

It set up a series of media briefings with key credit and fintech journalists for Aire’s founder, Aneesh Varma, at the company's head office.

To illustrate Aire’s business proposition and the problem it exists to solve, Roaring Mouse worked with the company to produce ‘The Credit Gap’ - Aire’s manifesto for financial inclusion.

As Aire adapted its main product offering by launching ‘Pulse’ due to hep lenders spot sudden financial change in their customers, Roaring Mouse pivoted to an innovation and thought leadership campaign focusing on the COVID pandemic and its impact on consumers.

The final tranche of activity saw Roaring Mouse establish a rapid response press office to build Aire’s profile by responding to relevant breaking news stories.


  • The campaign demonstrated Aire as an inclusive provider, created confidence in its offering and helped establish relationships with major lenders

  • The campaign has positioned Aire positively via online and specialist trade media, reaching 2,299 potential prospects for every £1,000 invested

  • News and thought leadership around Pulse launch garnered 25 in-depth articles in key target media

  • Aire won eight prestigious awards from trusted bodies like Credit Strategy, Risk Technology and The Financial Services Forum

  • 73% of media coverage carried Aire’s consumer-friendly message, while key message cut through around its real-time insight stood at 57%