Adclear has partnered with NatWest to rebuild how the bank checks its marketing and communications, so it can increase content output without compliance approvals holding it back.
Since adopting the technology, NatWest has reduced approval times for marketing content by 80%, which means campaigns now reach customers far sooner after review.
Adclear’s AI checks have been built into the bank’s marketing approvals process, replacing a mix of older tools and manual sign-off with one technology-led standard for reviewing content across the organisation.
The deal comes as the FCA has doubled its interventions on financial promotions year on year, while the amount of marketing material firms must review keeps rising. Manual review by compliance teams is labour-intensive and often delays campaign launches by three to five days. That delay grows whenever marketing output expands faster than human reviewers can keep up.
Over many years, NatWest has developed product marketing for current accounts, credit cards, loans, mortgages and savings, and each line traditionally had its own review procedures and tools.
As the bank moved its marketing operations onto one workflow system, that fragmentation became a problem. A larger volume of content was passing through a smaller number of central compliance teams, and this threatened to slow the business down rather than speed it up.
Adclear brings this infrastructure together on a single platform. It scans website, social, marketing and advertising material in real time and identifies copy, creative or disclosures that do not meet the relevant rules before publication.
Because it sits inside NatWest’s Workfront workflow system, everyone involved in approvals follows the same review process for every product line and channel, without needing separate tools or separate sign-offs.
Accenture is helping to connect Adclear’s checks to NatWest’s broader technology estate as part of the bank’s existing five-year data and AI transformation programme with the consultancy.
NatWest serves roughly 20 million customers, and the move to a centralised platform aims to eliminate duplicated work, shorten reviews and give compliance staff a clear, consistent audit trail while keeping marketing on schedule.
Marketers across the financial sector use Adclear’s AI to keep financial promotions within regulatory requirements, and the platform gives compliance teams a detailed audit trail. Its clients include Monzo, PensionBee, IG Group, Freetrade, Yonder, Trade Nation, ActivTrades, Ocean Finance, Flagstone and Blockchain.com.
The partnership makes Adclear a benchmark for other UK financial institutions, whose marketing and communications teams face growing pressure to scale AI-generated content without slowing compliance.
NatWest head of marketing and engagement platforms Matthew Harwood said, “Adclear has helped us turn compliance from something that slowed marketing down into something that actively supports how fast we can move. Cutting our approval times by 80% has let our teams focus on producing better, more relevant content rather than waiting on sign-off, and that speed is now a genuine advantage in how quickly we can get campaigns to customers. This is exactly the kind of technology-led transformation we want running across the bank.”
Adclear CEO and co-founder Doni Hoti added, “Financial promotions compliance hasn’t kept pace with how much content marketing teams now produce – output across the sector has grown roughly tenfold over the past decade, while most firms are still running the same manual, email-based approval chains they always have. The rules were never the bottleneck, the process around them was.
“NatWest recognised that early, and this partnership is what happens when a bank decides to fix the process itself rather than manage around it.”
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