Challenge
Even under the best circumstances, doubts about our finances can still become a source of real stress. “Are my assets protected from undue risk? Is my portfolio growing enough?” Through our years working with Guardian, we realized a confidence gap about financial futures remained…and we were determined to tackle it, head on.
Insight
Our research found that 79% of people are worried about their financial future—which led us to the insight that life satisfaction and well-being are inextricably linked to financial confidence. So we partnered with Guardian to craft a new brand and digital platform to address this confidence gap: Living Confidently.
Solution
Living Confidently is future-forward both in its technology and storytelling. Our strategy was to pair radical relevance with delightful discovery—creating smart, clear pathways to hyper-relevant content while enabling users to quickly and intuitively discover what’s next. The brand is built on the idea of breaking down complex and overwhelming financial topics into simple and delightful experiences, enabling more and more Americans to gain financial confidence. Welcome to Living Confidently.
