Swansea Building Society

About the client

Swansea Building Society (SBS) is one of the UK’s longest-established building societies, with deep roots in South Wales and a strong commitment to serving its members and communities. Known for its people-first ethos and relationship-based approach to banking, the Society continues to grow while remaining true to its mutual values.

We work closely with Swansea Building Society as its PR partner, supporting ongoing media relations, leadership commentary, and content creation. The Society has a strong and active voice, and our role is to help articulate that voice clearly, consistently, and authentically across the media and its own channels.

The brief

Swansea Building Society engaged us to manage all press releases and leadership commentary, primarily representing Chief Executive Alun Williams. The brief was to ensure the Society’s messages were communicated clearly and consistently while maintaining a human, approachable tone that reflected its values.

With frequent news, insights, and announcements, SBS required a responsive and proactive PR partner capable of producing multiple press releases each month, alongside tailored blog versions for the Society’s website. A further objective was to position Alun Williams as a credible and respected thought leader within the financial services sector, sharing informed insight on issues affecting customers, communities, and the wider economy.

Our approach

We provide comprehensive PR support for Swansea Building Society, drafting and distributing press releases and producing blog content that adapts these announcements into more personable, first-person pieces for the Society’s website. This approach ensures that communications feel authentic and member-focused, while still meeting the needs of the media.

Every press release is carefully crafted to reflect and reinforce the Society’s core messages. These include its commitment to opening — not closing — branches, its ongoing investment in the communities it serves, and its belief in a people-first approach that treats every customer as an individual rather than a statistic. We consistently communicate SBS’s commitment to giving members choice in how they access their money and products, whether online or face-to-face in branch.

We also support the Society in highlighting its involvement in local cultural and sporting initiatives, including its support of the Swansea Building Society Arena, major regional teams such as Swansea City AFC, Glamorgan Cricket, the Ospreys and Swansea RFC (Whites), as well as a wide range of grassroots sports clubs. These stories help demonstrate the Society’s role as an active and invested community partner.

Alongside news-led PR, we have worked to position Chief Executive Alun Williams as a leading voice within the financial sector. We have placed thought leadership articles and commentary in the press that draw on his expertise and insight, allowing him to contribute meaningfully to conversations around the future of banking, customer trust, and the role of mutuals in modern financial services.

The outcome

Through consistent, values-driven PR and leadership positioning, Swansea Building Society has strengthened its profile as a modern, successful mutual that remains firmly rooted in its communities. The Society continues to outperform expectations and comparable institutions of a similar size, building trust and loyalty among members while attracting positive media attention.

Our work has helped ensure that SBS’s achievements, growth, and principles are communicated clearly and credibly, reinforcing its reputation as a building society that puts people first and offers choice, accessibility, and genuine community support.

We are proud to play a role in helping Swansea Building Society share its story and continue its journey from strength to strength.