Bringing 401(k)s and financial wellness to the forefront

Bringing fintech to new verticals

Betterment has long been known for their retail investment app, but needed to raise awareness for a fast-growing arm of its business: Betterment at Work, a 401(k) provider. In 2021, Betterment’s 401(k) business underwent a period of incredible growth and launched a series of partnership announcements that allowed Mission North to tap into ongoing conversations in the HR space and cement strong relationships with those trades. Simultaneously, the team tapped into ongoing retirement plan policy changes to build relationships between Betterment at Work spokespeople and tier-one policy and personal finance reporters.

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Participating in key conversations

The “Great Resignation” of 2021 also gave us the opportunity to cement financial wellness and retirement benefits as a key part of the conversation around employee recruitment and retention, and establish Betterment at Work spokespeople as experts in this space.

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Using data for thought leadership

Doubling down on our success in this space, we launched a data study entitled, “The Impact of The Great Resignation on Benefits Needs and Expectations,” further establishing Betterment at Work as a reputable source of data and insights on the role employers can and should be playing in the financial wellness conversation. This data campaign resulted in 23 media hits, and as gated content on Betterment at Work’s website, drove 1,200 sales leads in the first month.

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