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Launching a new app designed for millennials
The situation
eMoney is known for its comprehensive wealth management platform. Recently, eMoney developed “Incentive,” a free app advisors could use to attract a younger clientele who wanted help managing their money via 401(k) plans the advisors managed. Pathfinders was charged with creating an “unboring” brand that would appeal to the millennial target audience on a very tight timeline.
The solution
Pathfinders broke through the landscape with a visual direction that appealed to the millennial persona, including monochrome photography and guilloche patterns set off with vibrant colors. We also created a logo with a hidden negative space image of a carrot (the ultimate “incentive”). Managing money can be overwhelming, so content strategy keyed in on simple daily savings victories. An upbeat, music-driven video reinforced the simplicity of using Incentive and drove brand awareness.
booked demos, in which eMoney closed 15 sales to financial advisors of various businesses
virtual attendees received our produced Incentive presentation
at the eMoney summit
plan participants have discovered the Incentive app through their advisors
The success
Benzinga Global Fintech Award winner for “Best New Product”
Pathfinders helped eMoney book 30 demos, in which they closed 15 sales to financial advisors who represented 5,000 plan participants. Incentive truly stood out from its peers and has since won numerous awards, including the Fintech Breakthrough award-winner for “Best Wealth Management Product.” And, more importantly, we had one happy client.
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