The NatWest advert is for their Future Ready initiative, which helps small businesses with banking challenges in a post-COVID world. Goulding is lending her support to the Future Ready campaign as part of NatWest's continued commitment to the UK's business community. With Ellie Goulding, a self-confessed small business owner and NatWest customer, at the helm, the advertising and digital content highlights real small business customers and provides guidance to future hopefuls about what it feels like to start working independently for themselves and where to go for extra assistance.