Manchester-based First Advice opened its first four stores eight weeks ago. Chairman Stephen Jones has announced plans to have more than 100 within three years.
Part of the Amulet Group, its launch marketing activity has centred on its sponsorship of Manchester City FC, which began in August.
First Advice offers free financial advice to the public from its high-street stores, but also act as a broker for mortgages, loans, insurance, wills and conveyancing. It is targeting C2 consumers, who Rogerson describes as "people who are a bit more intimidated by the financial services market".
It will take customers through the process of buying a house, getting a mortgage and insurance, making a will or buying their first car. To make its stores more comfortable for customers, there will be sofas, music and coffee.
The firm has been working with McCann-Erickson in Manchester to define its brand's values and identity, and will begin targeted marketing this week with a tactical door-drop campaign to addresses within a ten-mile radius of each store.
It has also hired Sonicbrand to create a single piece of music to be used across all its communications, including radio ads, its telephone waiting service, and potentially in-store.
Rogerson, who was head of personal loans and credit cards at Alliance &Leicester before joining First Advice a few weeks ago, confirmed he had also discussed the possibility of playing the music at Manchester City's ground before games, but said that no decision had been yet made to go ahead with this.