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Modern Marketing

‘Calm and deliberate’: Betterment’s new visual identity

The pandemic has changed the way people manage their finances, and with that investing is becoming more about financial stability and less about financial fantasy.
Betterment’s new look could help position it as a partner for consumers’ financial journeys, rather than just another investing platform.

Rivka Abramson | December 27, 2021

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Designing new products, Future of Investing, Modern Marketing, The Quarterly Review

In this edition, we check back in with Acorns' Seth Wunder about how his plans to distill market research done by the firm into product development panned out.
Wunder breaks down how the firm has been enhancing its current product suite by focusing on GoHenry, and shares plans to release a new app for its Acorns Early product.

Rabab Ahsan | November 12, 2024

Modern Marketing

New social media channels like TikTok are largely unexplored by financial institutions, in today's story we dive into the why and how FIs can benefit from building a strategy for these channels.
The CBA's recent Credit Card Confidence campaign maybe a signal that FIs may start to leverage this channel more and to do this well they need to understand how to build content that is trustworthy, engaging, and have a strategy that measures success effectively.

Rabab Ahsan | October 15, 2024

Designing new products, Running an SMB, The Customer Effect

FIs have yet to build a strategy for the creator economy, and a big reason why are the differences between the needs of creators and the traditional customers that FIs are already quite skilled at serving.
Explore how FIs' reticence impacts creators and how these institutions can build a strategy for this segment.

Rabab Ahsan | October 01, 2024

Banking, Financial Education, Getting customers to act

Ally Bank is dialing into psychology to connect deeper with customers. Its Money Roots campaign encourages customers to explore the narratives they tell each other about money through free workshops.
It's an example of a campaign that brings customers into contact with the bank without feeling there are strings attached. We dive into how the campaign is built and what strategies it uses to rise above the noise.

Rabab Ahsan | September 03, 2024

The Customer Effect

This article explores how Kasheesh is addressing the changing dynamics of consumer credit behavior and payment strategies in the financial services industry.
CEO Sam Miller provides insights into emerging trends like the rise of Buy Now, Pay Later (BNPL) and AI-driven credit utilization tools, highlighting their impact on both consumers and traditional financial institutions.

Zachary Miller | August 30, 2024