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.

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