‘Two brands with shared social purpose’: Acorns partners with CNBC for content and distribution

Content is still a powerful tool in acquiring new customers. Microinvesting app Acorns has partnered with CNBC, where the financial news firm will create financial literacy and personal finance content. Acorns uses publishing as a cornerstone marketing strategy. It has positioned its online zine, Grow, as an important resource for its existing and target customers. Acorns has 4.5 million accounts. "We aim to put the tools of wealth making in everyone's hands and this includes helping all Americans grow their money knowledge," said Noah Kerner, CEO at Acorns. Educational content is core to Acorn's publishing strategy. Acorns has expanded its content marketing strategy to target new prospects in addition to educating its existing userbase, in an effort to create confident and successful investors. As part of the content and distribution partnership, CNBC will also produce features for a cross-company financial wellness initiative "Invest in You: Ready. Set. Grow." that will air on CNBC, NBC Universal, and Comcast. "We are excited to bring together two brands with this shared social purpose to drive value to our viewers, users and customers," said Mark Hoffman, chairman of CNBC. Financial media firms continue to grow their studio business, creating branded content for their clients. Financial brands turn to these studios to create and distribute content on their behalf. The Wall Street Journal's Custom Studios has produced content for Morgan Stanley, John Hancock, and Schwab. The FT's content studio has evolved into a full-service agency.  CNBC's own studio, Catalyst, has built out content for UBS and Zurich. CNBC will hire a dedicated team to create and manage this content.