The Beans: A New Kind of Financial Plan
This year, I was so fortunate to work with The Beans via my position at Marketwake. The Beans is a financial planning app, brand, and experience unlike anything else on the market. Developed by former teachers with a history with and soft spot for non-profit organizations, The Beans is the most financially empathetic finance brand I’ve ever worked with. And I’ve worked with quite a few.
Their brand experience is client-first, focusing first and foremost on creating a visually-oriented, priorities-first, deeply sensible Financial Plan for people who are unsure how they continue to live paycheck to paycheck, despite “doing everything right.” It’s not about saving outside your comfort level, or side hustling until you can’t enjoy things anymore. It’s about planning, prioritizing, and saving and spending within your means to ensure you — and the things you love — are covered, cared for, and comfortably funded.
With respect to the (still gated) customer experience, here are a few images of the work we created for the brand, which we are all eagerly watching succeed from afar.
GTM Social Ads
Social ads began with illustrations, all based on the organically shaped logo. These small, colorful, cheerful reminders created an introductory brand voice for users — equal parts inspiring and comforting.
GTM Social Ads
Our sponsored ads also tackled the app’s user interface and unique features — including the visual Financial Plan and always-on support. We also integrated lifestyle photography to reflect our target audience and the things they value.
Email 1
Our email designs focused on deliverability, as the URL and mailing lists were just launched at the beginning of our communication strategy. We implemented beautiful shapes, colors, and product photography but kept the image to text ratio and file size of images under careful watch to ensure maximum deliverability to our lists.
Email 2
Our nurture campaigns included welcome greetings, account setup, FAQ, mobile app download and setup, as well as Financial Plan initiation communications. With such a wide-reaching strategy, we created designs for both the brand and GTM campaign strategy levels that helped us ensure continuity in visual and written messaging.
If you want a deeply personalized, holistically user-friendly, and backed-by-amazing-people Financial Plan, go to thebeans.io and sign up. I can’t recommend it — or their team — highly enough.