Meet Sean Dyche, our Credit Gaffer

Premier League football manager Sean Dyche partners with Aqua to share a Gameplan that could help you build your credit score.

Written by Vanessa Stewart and Hayley Bevan

Published: 21/10/25Published on October 21st, 2025

Last reviewed: 21/10/25Last reviewed on October 21st, 2025

5 mins read

New research from credit card brand Aqua reveals that less than half (49%) of UK adults say they know exactly what a credit score is. Worryingly, 10% either have no idea what a credit score is or have never heard of one. That’s 1 in 10 adults that have little to no understanding of their credit score and why it’s so important. This research comes after a previous survey from Aqua found that having a low credit score can also cause worry about the future (14%) and feelings of stress (13%).

With the Premier League kicking off recently and football firmly on the nation’s mind it’s no surprise that the research has also revealed that the public surveyed believe the wider UK population are four times more likely to understand football rules (51%) than credit scores (12%).

To help people improve their knowledge of credit scores, Aqua has teamed up with football legend and former Burnley and Everton Manager, Sean Dyche. Taking on the role of Aqua’s Credit Gaffer, Sean will use some of his coaching skills from the pitch to give Brits a Gameplan, which could help build their credit score. Watch the Gameplan video here.

Dyche explains: “Coaching is about breaking things down, so they feel less overwhelming. Whether it’s football, finances or how to build your credit score, having the right support gives you the confidence to tackle challenges step by step. With guidance, what once seemed daunting becomes manageable, and that’s when you could start to see real progress.”

While football chat comes naturally to many, conversations around money and credit can feel intimidating. In fact, while credit confidence varies, nearly a quarter (24%) of Brits admit they’d feel more confident explaining the offside rule than breaking down how a credit score exactly works.

The gap shows up in personal knowledge and how confident people feel in explaining credit scores too. While 29% of people rated their understanding of football rules as “very good,” only 24% said the same about credit and credit scores.

The lack of understanding of credit scores is also reflected in the finding that 31% of Brits have not checked their credit score in the last 12 months. With just 32% of those surveyed feeling very confident in their knowledge about what affects their score, 16% admit they’re not very confident or not confident at all.

While 73% know paying bills on time helps boost their score, only 41% realise keeping credit card balances low matters, as well as registering for the electoral register. Worryingly 8% believe that marrying someone with a good credit score would automatically improve theirs. Steps such as setting up direct debits to ensure bills are paid on time are often overlooked as simple ways to improve a credit score with only 34% of respondents correctly identifying this as an action that could have a positive impact on their credit score. Keeping old, well managed accounts open is another simple way to have a positive impact yet only 11% of people could identify this as having an effect on their credit score.

Brits are also somewhat in the dark when it comes to how to check their credit score. 51% reported consulting a credit reference agency and their banks (30%). Some would consult friends and family (5%) and the post office (3%), while surprisingly 11% of Brits wouldn’t even consider checking their credit score or wouldn’t know how to.

55% of those surveyed also said that they had never tried to establish or build their credit score, despite the fact that having a poor credit score can have impacts on major life events and milestones. Most of those surveyed believe it can affect your chances of being approved for loans, mortgages, and credit cards (74%), but fewer know it can impact renting a property (55%) or being approved for a new mobile phone contract (53%). This gap in knowledge is why Aqua offers its in-app Aqua Coach, a credit coach that could help guide customers to build and improve their credit score, alongside responsible account management. Promisingly 43% of adults say they’d be more likely to improve their credit score with a coach by their side. 34.9% APR Representative (variable) for Aqua Classic.

Aqua is partnering with Sean to share their Gameplan which could help Brits get on top of their credit score. Taking the form of a video guide, the six simple steps take inspiration from Sean’s experience as a top football manager. The tips include:

1. Get on the Team Sheet (Get on the electoral register) – Make sure you’re on the electoral register to help lenders confirm who you are. “You can’t play if your name’s missing from the team sheet,” says Dyche.
2. Don’t mistime your pass (Pay your bills on time)– Pay bills and repayments on time. Set up direct debits to keep your timing sharp, just like a smooth ball pass keeps the game flowing.
3. Review the match footage (Check your credit report)– Check your credit history regularly to spot mistakes early, just like a coach reviews the match after a game.
4. Aspire to be a Club Hero (Build your credit history)– A club hero has the trust of their team. Manage your account well and stay within your credit limit to show reliability over time.
5. Trial match vs. full contract (Check your eligibility) – Most lenders give you a chance to check your eligibility which doesn’t leave a mark on your credit report. “Think of it as a trial match,” Dyche notes. A full application is the real contract and visible on your credit report.
6. Stick to the Gameplan (Be a responsible borrower) – Manage debt responsibly, avoid overstretching, and stay in position — don’t chase every ball or risk being caught out.

Sharvan Selvam, Commercial Director at Aqua added: “It’s surprising that while many can easily talk through football rules, far fewer feel confident when it comes to credit scores. That’s why we’ve teamed up with top football manager Sean Dyche, to leverage his unique coaching style to help motivate Brits to build their credit knowledge. Understanding and improving your credit score can make a real difference to everyday life, and we want to make sure people feel empowered to take control of their finances.”

With Aqua and Credit Gaffer Sean Dyche on your side, you’ve got a Gameplan packed with winning tactics that could help you build your credit score. 34.9% APR Representative (variable) for Aqua Classic.

Watch the Gameplan video here and learn more about the campaign.

Contributors

Vanessa Stewart

Vanessa is an editor at Aqua.

Hayley Bevan

Hayley is an editor at Aqua.