When Financial Literacy Storytelling Drives Business Impact
Financial literacy content produced by banks often struggles to resonate with audiences. It can feel overly technical or promotional.
At JPMorgan Chase, our team approached the challenge differently. Rather than treating financial education as product marketing, we treated it as useful, aspirational and actionable digital communications — authentic storytelling designed to help people better understand the financial systems shaping their lives.
The goal was to produce financial literacy content that felt as credible and useful as work produced by traditional and digital publishers, while remaining clearly rooted in JPMorgan Chase’s voice and perspective. The content was designed to be serialized and episodic, adaptable to different audiences and platforms — from long-form editorial guides to short, social-first video.
The Context
50M+
People reached across JPMorgan Chase and media partner channels.
I led digital communications and content programs that translated complex financial topics into accessible storytelling for both mass and super specific audiences. The work combined program development, distribution partnerships, and new storytelling formats designed to meet audiences where they already consumed information.
To extend reach beyond Chase-owned channels, we partnered with digital media companies including Business Insider, BuzzFeed, Refinery29, and Vox to develop and distribute financial literacy content.
the work
Social-first visual content
One of our boldest experiments involved partnering with Group Nine to launch NowThis Money, a Facebook-first video channel designed to reach younger audiences with short, highly shareable financial and economic explainers.
Working closely with Group Nine’s producers, my team translated JPMorgan Chase-produced content into snackable social video — for example, adapting a Chase.com article on how people could save more than $2,000 a year on food into formats optimized for social distribution and discovery among audiences under 40.
Key Series
My team and I conceived “The Anatomy of…,” an explainer series that demystified complex financial and economic concepts for everyday audiences. Animated videos broke down topics like credit scores and 401(k)s and were paired with text-based articles offering deeper, actionable guidance.
1. The Anatomy of…
2. Savings diaries
To support JPMorgan Chase’s consumer banking business, I conceived and developed “Savings Diaries,” a narrative-driven series following real, everyday people pursuing year-long savings goals. Participants documented their progress through first-person blog posts, social media updates, videos, and live events.
The impact: Savings Diaries was one of the year’s top-performing campaigns—and helped boost the number of savings accounts.
The series’ success —and authenticity— challenged assumptions about the types of narratives audiences would accept from a financial institution.
3. First-Time home buyers
We built a series to help people navigate the home-buying process. Some pieces featured first-person narratives, including by the growing population of young women entering the housing market independently. The pieces were designed to be published in traditional, often local media outlets.
The pieces were paired with explanatory, sometimes actionable content—or videos and infographics.
