Riverty, part of the Bertelsmann group, has been around since 1964. Today, their services range from debt collection to flexible Buy Now Pay Later solutions. In a highly competitive payments landscape, Riverty’s strength has always been dependability – but reliability alone isn’t always the most attention-grabbing story.

Together with Noerd and an ex-Forsman & Bodenfors creative team consisting of Art Director Johan Eghammer, Copywriter Johan Olivero-Reinius and Account Director Magnus Wretblad, Riverty set out to reframe this perception. The result: a new brand narrative and communication concept built around the idea of being “Reassuringly boring.”

The first campaign launched with a 60-second black-and-white film celebrating “the boring ones.” From accountants to air traffic controllers, the ad highlights professions often overlooked, yet essential. As the narrator puts it: “While some may see them as the boring ones, we see dependability. Because the people who just want to make things run reliably… are the ones who do.” The film concludes with the line: “Sometimes, boring is better.”

Account Director Magnus Wretblad explains: “There’s growing concern around Buy Now Pay Later, with many young people ending up in debt traps. That gave Riverty an opportunity to emphasise their more cautious approach. And when you base your communication on a word like boring, it paradoxically becomes more interesting.”

The campaign is currently live in Germany, the Netherlands and Sweden, supported by a series of headline-driven ads on Instagram, Facebook and LinkedIn – targeting both consumers and business audiences.