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The online brand, called Money for Mums, will be supported with a print and online campaign. The website will feature parental case studies and tips on how to plan for a child's financial future.

Direct marketing agency Baber Smith created the visual identity and proposition for consumers.

Since 2002, all children born in the UK who qualify as British citizens have been eligible for a voucher worth £250 to open a Child Trust Fund account.

Family Investments provides Child Trust Funds for brands such as Barclays and the Post Office.