Concept

The financial services industry tends to be hype focused on products, but can fall short with relating to everyday consumers on why these products matter and how it can impact their lives. Observing financial services social media and marketing content, I noticed there was a lack of representation of LGBTQ+ and Asian individuals. This started a larger thought on how one’s upbringing can affect their views on finances and how to bring underrepresented groups to the table.

Solution

By reflecting on my upbringing and my family’s history, I began to craft the content balancing the line with financial literacy that was also relatable. Once I developed the framework and a rough draft, I presented the idea with the DEI, compliance, corporate communications, and marketing leadership to gauge the appetite. After getting buy-in and incorporating feedback, I filmed the content and managed the development, approval, and rollout of the pilot initiative.

Campaign Feedback

Hi Andrew,

It’s great connecting with you. Thank you for being proud and sharing your myMoneyStory. I work in the wealth management field and with Voya, knowing they promote our voice is inspiring and will continue to encourage myself to work further with Voya.

External Retirement Consultant