MassMutual Changes the Game for Female Financial Confidence

Alongside trailblazing athletes across basketball, tennis and soccer, MassMutual is unveiling its newest campaign, 'Stay Ready,' focused on closing the confidence gap in financial security for women. In collaboration with Giant Spoon and Deep Blue Sports + Entertainment, the campaign taps into the cultural momentum of NCAA March Madness - not only celebrating women’s sports but also empowering female athletes and fans to take control of their financial futures.

At the heart of 'Stay Ready' is a series featuring NCAA basketball star Flau’jae Johnson, tennis champion Madison Keys, and World Cup winner Christen Press. The campaign elevates the game-winning preparation in sports – strategy, discipline, and teamwork – that also applies to financial preparedness and success. In a series of films directed by child., we see Flau’jae, Madison, and Christen putting in the work to hone their sport, proving that the best way to get ready, is to 'Stay Ready.' Staying ready means that the game doesn’t start at the tip-off; it starts off the court with all the work you put in. With the right people by their side and a strategy in place, Flau’jae, Madison, and Christen are always ready. The same is true for women’s financial journeys. When financial planning includes strategy, vision, and the right people in your corner, everyone can create the best game plan for financial confidence.

March Madness has long been a defining moment in sports history - where stars emerge, careers are born, and fans fall in love with the game all over again. With female athletes gaining unprecedented visibility and influence, MassMutual is using this opportunity to draw attention to its position as the trusted financial partner for women. Through their personal journeys and experiences, Flau’jae, Christen, and Madison (including her first-ever Grand Slam at the Australian Open 2025) serve as a model for all women to take ownership of their futures - on and off the field.

"Financial confidence is female empowerment,” said Jennifer Halloran, head of brand and marketing, MassMutual. “When women are equipped with the right tools and surrounded by a supportive team, they can take control of their finances and their future - unlocking opportunities and new possibilities. ‘Stay Ready’ is the next step in MassMutual’s commitment to closing the financial confidence gap for women."

“Financial confidence isn’t just about building wealth, it’s about access, resources, visibility, opportunity, and the power to shape your future on your own terms," said Laura Correnti, founder and CEO of Deep Blue. “MassMutual is positioned to close the financial confidence gap for women, and our work in spotlighting the preparation Flau’jae, Madison and Christen put in on and off the court will usher in a new chapter for MassMutual to inspire women everywhere to create their own financial regimen for success."

'Stay Ready' delivers a crucial message - empowering women, including female athletes, to take control of their financial well-being. Through high-impact placements, contextually aligned storytelling, and audience-targeted moments, MassMutual will ensure this campaign not only breaks through the noise but also makes a lasting impact.

'Stay Ready' also kicks off the next step in MassMutual’s commitment to closing the confidence gap in financial security, to ensure that women everywhere have the tools and resources they need to take control of their financial futures.

'Stay Ready' will launch on March 17th across TV, digital, radio, print, and social.