The challenge: Today, many people feel stuck in a financial rut. Long-term goals, like a comfortable retirement, seem distant, while everyday expenses and debt make it hard to catch up. 

Financial Wellness Month in January created a platform to recognize these challenges while offering meaningful solutions.

The solution: I developed a multi-channel content strategy across web, mobile, apps, email, and social media. Focusing on budgeting, debt management, emergency savings, and protection, each piece took a conversational, empathetic approach — helping individuals take actionable steps toward their goals.

Results: 

+10% exposure YoY (14.4M)

+28% CTR YoY

60-day outcome conversion was 1.5x higher YoY

This hub served as a one-stop resource, giving individuals access to the information they needed, when they needed it. I collaborated with UX to shape the page layout and crafted concise, engaging content for articles, tools, and videos.

Results: Page traffic increased 141% YoY

To boost engagement, I created a message that appeared upon opening the app. It was a top-performing channel.

Results: 46% clicked customers

 Individuals access their workplace benefit plans, such as 401k(s), on NetBenefits. I developed several messages for different audiences that appeared on the homepage. 

Results: 26% clicked customers 

Social media was an important channel in reaching B2B and B2C audiences during Financial Wellness Month. I collaborated with multiple teams to develop tailored content for each platform to help ensure the message effectively resonated with the audience which, ultimately, optimized engagement for both B2B and B2C.

Platforms included: Meta, LinkedIn, TikTok, Reddit, and Discord.

As the lead copywriter for the FidBits newsletter, I collaborated with stakeholders to shape content for this special edition. Beyond writing the email, I contributed to the strategy to ensure consistency across the campaign. The email reached over 13M people. View the entire email here.

Results: 16% clicked customers

I developed messaging for a virtual assistant, addressing financial wellness topics while recognizing the emotions tied to money conversations. My approach ensured clarity and empathy in every interaction.

In addition to B2C content, I also managed the messaging for the B2B deliverables. This page spoke directly to plan sponsors about how to help employees navigate financial wellness.