Redefining what it means to be wealthy.
In a crowded Financial Services industry, Citigold needed to stand out. While most banks focus on investments and monetary growth, research showed that a younger, untapped generation had different definitions of what it meant to be wealthy.
We created a content series that gave an inside view into the lives of several younger wealthy individuals, showing how they chose to spend their time and what wealth meant to them.
The series resonated with our audience, driving 99% increase in new-to-bank customers.