Citizens Helps You Gain Financial Clarity with New Campaign

The Great Wealth Transfer is set to move an estimated $50 trillion from Baby Boomers to younger generations, marking a pivotal shift in U.S. financial dynamics. However, these heirs generally lack a sense of affluence. Unpublished proprietary research from Citizens reveals mixed feelings about finances: 60% of people feel hopeful or optimistic about their future personal finances, while 74% are worried about the country's economic situation… And although 66% feel confident managing their money, there's room for banks to boost this confidence: 80% of respondents wish to feel more assured in making financial decisions.

In today’s environment, whether you want it or not, financial advice, suggestions and hacks are flooding our feeds, making it difficult to know where to turn – especially when it comes to money. Ready to Make Sense of Your Money invites consumers to drown out the noise and partner with Citizens to gain the financial clarity they need to confidently move forward on their financial journey by enhancing financial clarity.

The three 30-second TV spots will air on broadcast in several major markets, as well as on popular platforms such as Hulu, Netflix, Amazon Prime, Twitch, Disney+ and YouTube. The campaign will also appear on local radio, streaming audio platforms such as Spotify, Pandora and iHeart Radio, social media, and OOH in New York City.

“In today's world, where financial advice is omnipresent in our feeds, distinguishing valuable guidance from the noise has never been more challenging," said Lori Dillon, Citizens CMO. “With the great wealth transfer upon us, our latest campaign is focused on helping consumers transform financial stability into long-term affluence by providing the financial clarity needed to guide generations on their journey. We believe this approach will help make sense of their financial future, while growing their wealth for the long-term.”

Kimberly Duffy, managing director, head of business leadership of Ogilvy stated, “One of Citizens’ strengths is how they truly understand their customers, their lives, their ambitions. Humanity is baked into everything they do, including and especially this new brand campaign. In a world where people find financial guidance from all kinds of sources, including social media, it can be both overwhelming and confusing.‘Ready to Make Sense of Money’ turns those feelings on their head by using visual metaphors and a sense of wit to address all the advice and noise that comes at us every day—and demonstrates Citizens as the financial partner who can help you make sense of it.”