Consumer-Education Content Program Fosters Financial Literacy
In February 2016, SunTrust, now Truist, launched The onUp Movement through its first-ever national Super Bowl commercial. Insights about consumers — particularly millennials from ages 25-34 stressed about their finances — drove the conception of The onUp Movement and its spinoff, The onUp Challenge. The goal? Move people from financial stress to financial confidence through educational and engaging content.
The Challenge
As an extension of The onUp Movement, SunTrust, now Truist, needed to bring its employer-based financial education program, Momentum onUp, to a consumer audience through an engaging, gamified content hub.
The Solution
A consumer-facing financial literacy program was created based on Momentum onUp, a successful employer-sponsored program developed by Brian Ford, a subject matter expert on financial wellness for SunTrust, now Truist. The program promoted financial education based on a consumer’s personal values, from family time to travel to charitable giving. By providing engaging content and tips, it helped people feel more confident at every stage of their financial journey, from setting their first budget to investing and planning for retirement.
The Result
The onUp Challenge became a key destination for participants in The onUp Movement. Nearly 6.5 million participants in the larger onUp Movement have taken steps to pursue their financial confidence, like signing up for educational emails, taking quizzes to test what they’ve learned throughout The onUp Challenge and inspiring others through social media shares.
Measurable Impact
80%
increase in recipients
4%
increase in email open rates
80%
increase in forward rate
