Checkmyfile, the UK’s most comprehensive credit report service, has unveiled a transformative rebrand developed by Ragged Edge. Credit scores can make or break life’s big moments, yet over a third of adults in the UK have never checked theirs. And fear is one of the major barriers. This new brand is more than just a fresh look—it’s an opportunity to reimagine how we engage with credit that doesn’t leave us feeling trapped, misrepresented, and emotionally drained.

Established in 1999, Checkmyfile combines data from the three major credit reference agencies to give people an understanding of their scores. Breaking down how they got there and giving them the steps to build it up. They don’t profit from selling customer data or swerve cancelling subscriptions, they just offer an easy to use service that supports your credit health.

“While we’re loved by those who know us, we wanted a new generation to discover us, and for all our subscribers to get the most from our product,” says Chris Stamp, Managing Director at Checkmyfile. “To achieve this, we needed to spark industry change by transforming the relationships people have with their finances. From seeing credit as a judgemental score, to a number you can build. So this rebrand couldn’t just be cosmetic, it needed to change us from inside and out.”

Ragged Edge delivered a strategic approach that impacted every part of Checkmyfile’s business, from their daily interactions with customers to an overhauled digital experience. All centred around an identity designed to help people build towards their life goals in positive, practical ways.

A New Way to Interact With Credit

“The goal was to create a brand that showed credit as not just a number but a story of growth” says Luke Woodhouse, Executive Creative Director at Ragged Edge. “So, we needed to transform how people check their credit, from a one-time task to a lifelong habit that’s built over time.”

Ragged Edge expanded the credit dial into ‘Credit Steps’, a 10-step spectrum with no pass-fail, just a focus on progress and potential. This visual shift encourages users to see credit as a journey, not a judgement, emphasising that improvement is always possible, no matter where they start.
The teams transformed Checkmyfile’s previously complex and static dashboard into something simpler and proactive – encouraging users to take control of their data with step-by-step guidance on score improvement.

A Brand Built From Small Steps

“Checkmyfile believes that, no matter where their customers are in life, they can close the gap to who they want to be” says Woodhouse. “Our challenge was to communicate critical information in a way that was empowering, not disheartening.”

The creation of the new Credit Steps unlocked the identity, and a feeling of steady progress lives through every brand element. Polarising colours are gone, replaced with a warm and welcoming colour palette that moves from neutral to positive – reinforcing progress over perfection. Illustration and tone work together to highlight the human side of credit, celebrating wins big and small, while guiding users through their credit journey.

Stamp concludes “Ragged Edge has helped us refocus on real, tangible progress for our customers. Every part of the business is now aligned with our mission to help people regain control over their financial futures. It’s a fundamental shift.”

“The combination of huge ambition, conviction, and a willingness to think differently made Checkmyfile the perfect partner for our approach,” says Max Ottignon, co-founder of Ragged Edge. “Crucially, they were able to put brand right at the heart of the business. The result is a brand, and an experience, that is genuinely transformative. Both for the business itself and, for the impact it can have on the lives of new and existing customers.”

The new brand is now live on Checkmyfile’s website and will be drip-fed across its social channels over the coming weeks.