Betterment’s CEO spoke at a 92nd Street Y event about mission-driven workplaces for their series targeting younger audiences, and as a takeaway asset, I concepted and wrote a bookmark that relevantly synthesized their positioning:

In writing for Betterment’s emails, I injected engaging real-talk into serious financial advice (including my original recurring addition of a “financial fortune cookie”. Balancing fintech’s compliance standards with the brand’s reputation for common-sense accessibility was the ultimate goal:

Messaging for Betterment’s product launches, such as their version of a savings account, cut across display ads, social, and more. I focused on translating technical terminology into relatable use cases: