Money Sense For Kids

The Challenge

Our financial services client was launching a new brand and app targeted at parents interested in helping their young children with money management. This was a new

category in Canada, and in order to establish market leadership, they needed to create a compelling and relevant positioning to future-proof the Brand.

Our Approach

We recommended a 2-step approach using two of our proprietary tools. We did pre-work with parents to uncover insights on mindset motivations and challenges regarding financial literacy. We followed this up with virtual group discussions to unpack the target and category insights from the pre-work and worked to build the most motivating positioning opportunities for the Brand.

The Outcome

The positioning developed through our research was leveraged into a national marketing campaign and a wildly successful Brand launch.