Back in an unusual creature began to cause a considerable stir in the traditionally still waters of the UK’s financial services market. The launch of the Goldfish credit card heralded the arrival of a new player with a refreshingly different attitude. Over a relatively short period of time, the Goldfish brand has firmly established itself in people’s minds. Today Goldfish is more than just a successful credit card. In fact, Goldfish offers an excellent online consumer information service - Goldfish Guide - as well as home insurance and loans. Designed to meet the real needs of customers, Goldfish talks to its customers in a straightforward, honest and rational way.