The Mirror reader demographic included many who found it difficult to source loans or credit cards because of bad credit histories or being below the financial threshold required by credit card providers.
This left a sizeable number of readers at a disadvantage that was felt to be unfair. To cover this the Mirror joined with a financial partner to introduce the first media branded Pre-pay card.
Pre-pay cards are available to anyone irrespective of their credit history or financial standing as they only allow the user to spend what they have loaded onto the card.
No credit is available, but it allows holders to use the card in retail shops and online thereby giving them access to the deals available to everyone else.
Essentially targeted at Mirror readers, in order to allow a wider marketing opportunity the brand QUIDITY was created as a distinctive and financially relevant name that could lend itself to extensive brand marketing.