Betterment: Everyday(™) Launch

From robo-advisor to money management platform

Challenge + Strategy

Betterment has been a Mission North client for three years. Initially hired to transform the robo-advisor for millennials into a renowned consumer financial investment brand, Betterment’s foray into BtoB 401K plans and its banking launch have been two focal points for 2019 communication activities.

Betterment wasn’t the first digital investment no-fee platform to enter the banking space, which made drumming up news value a particularly interesting challenge. Mission North’s overall goal was also to help evolve Betterment’s brand from a “robo advisor” to a money management platform for every part of consumers’ financial lives. But in the meantime, the first project was to develop a strategy for a product launch for a new Checking product that featured the immediate availability of a cash savings solution and a waitlist for their checking functionality.

Betterment has always had a consumer-first ethos. They have advocated for industry change and been critical of legacy banking fees and customer service. Together, Betterment and Mission North run surveys throughout the year to gather insights that reinforce their position. In 2018 for example, Mission North constructed and executed on behalf of Betterment a large number of data-rich stories tied to news events including:

  • The gig economy survey garnered over 20+ pieces of unique coverage including features in Washington Post, AARP, TIME, CNBC and Consumer Affairs.
  • The 10 year anniversary of the financial crisis survey secured over 36+ pieces of unique coverage in the Money, Fortune, Washington Post, Axios, CNBC among others.

Execution + Results

A morning exclusive with the WSJ kicked off the announcement day, with 40 feature articles that followed, including Barron’s, The Economist, CNBC, Bloomberg, and others. Mission North also secured two broadcast opportunities with Cheddar TV and Fortune’s Balancing the Ledger featuring CEO Jon Stein discussing the launch.

The waitlist announcement met its goals by 11 AM EST on announcement day, surpassing goals set by the marketing team. This was strong proof of the value of earned media to drive customer pipeline growth for an important addition to Betterment’s business.

Betterment is a smart money manager, helping consumers put their money to work for them through cash management, guided investing, and retirement planning.

Betterment is a smart money manager, helping consumers put their money to work for them through cash management, guided investing, and retirement planning.

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