Vanguard has long been synonymous with investing steadfast, trusted, and built for the long haul. But when it came to savings, especially short-term and emergency savings, the brand wasn’t top of mind. That was the challenge we set out to solve.
We wanted to spark a new kind of conversation, one that made saving feel less like a chore and more like a meaningful, empowering step toward financial stability. Our goal was to reposition Vanguard not just as a place to grow wealth, but as a partner for every stage of the financial journey. And we knew that to do this, we had to meet people where they were: in their earbuds, on their morning walks, during their commutes. So we created In My Finance Era, a podcast designed to make saving feel personal, relatable, and real.
We didn’t want to lecture. We wanted to listen, connect, and inspire. So we built a podcast that felt like a conversation between friends, one where financial experts shared stories, not spreadsheets, and where saving was framed as a human experience, not just a financial tactic.
The strategy began with deep collaboration. We brought together product experts, storytellers, and creatives to identify five savings themes that mattered most to our audience. From there, we crafted episodes that blended warmth with wisdom, each one designed to demystify saving and make it feel accessible to everyone.
We worked closely with Vanguard’s media services team to shape a distinct visual and audio identity for the series. The tone was intentional. We wanted professional but never cold. We wanted informative but never intimidating. Every episode was scripted to feel authentic and conversational, with talking points that translated financial literacy into everyday language. The result? A podcast that didn’t just inform but invited listeners in.
The response was immediate and powerful. In My Finance Era resonated deeply with audiences, proving that financial education doesn’t have to be dry or distant. Across five episodes, the series earned over 2.8 million impressions and 1.7 million views across platforms like YouTube, Facebook, Instagram, LinkedIn, and X.
But the real win was in engagement. Long-form episodes saw a 40.2% view rate, far surpassing the 30% benchmark. Shorts hit an astounding 95.7% view rate, showing that our message was not only reaching people, but it was sticking.
More importantly, the podcast helped shift the narrative around saving. What was once seen as abstract became actionable. What felt overwhelming became approachable. And Vanguard’s role in that journey became clearer than ever—not just a trusted name in investing, but a relatable guide in saving.
