Featured
Wells Fargo
Couples Connect
- Year
- 2017
- Role
- Senior Copywriter (pitch)
- Category
- Featured
Overview
A fun, lightweight web experience that helps couples start the conversation about their financial future.
Talking about money is hard. Talking about money with your partner is even harder — 59% of divorcees say finances played a role in the breakup of their marriage (Experian, 2016). Most major banks address individual customers, not couples. Couples Connect closes that gap. It's a fun, lightweight web experience where you take a quick personality quiz, share it with your partner via SMS, and then reveal a combined Couple's Profile that surfaces where you're aligned, where you're not, and what to do next — sorting shared priorities, setting joint goals, opening a Way2Save account, or scheduling a face-to-face with a Wells Fargo advisor. Emojis stand in for avatars so identity isn't tied to gender or roles, and the tone stays warm, plainspoken, and a little playful — money talk, minus the dread.
Results
Targeted 30M+ older Millennials (25–34) in major life transitions — merging finances, moving in, getting married. Positioned as a retention and acquisition play: appeal to one partner, gain the other, and build a relationship around the moments customers care about most.
