The idea behind A Better Way to Money was to create a podcast that resonates with Northwestern Mutual’s "Getting Established" audience—25-40 year olds navigating major life milestones like marriage, homeownership, and parenthood. This demographic often faces critical financial decisions during these transitions, yet many lack access to approachable, actionable financial advice. Our goal was to provide a resource that answered their most pressing financial questions while fostering trust and engagement with Northwestern Mutual.
Each episode was designed to blend relatable storytelling with professional guidance. By featuring outside expert guests, such as authors and thought leaders, alongside Northwestern Mutual advisors, we offered listeners a unique dual perspective. The guests provided broader insights on topics like aging, longevity, and family planning, while the advisors translated these concepts into practical steps tailored to financial planning.
Our specific goals included driving engagement by exceeding 40,000 downloads, educating listeners on financial products in a way that felt accessible, and building trust through authentic storytelling. To connect with our audience, we also worked with influencer host Jennifer Borget, who brought relatability and asked listener-driven questions, creating a conversational and engaging tone.
To bring "A Better Way to Money" to life, we focused on creating a podcast that blended relatable storytelling with actionable financial advice, uniquely designed for our audience. We partnered with Jennifer Borget, a well-known family blogger and influencer whose values and content resonated deeply with our target demographic. Each episode was intentionally divided into two segments. The first featured engaging interviews with thought leaders like Maddy Dychtwald, an expert on aging and "the new retirement," providing listeners with fresh perspectives on living and planning in a modern world. The second segment, anchored by a Northwestern advisor, offered practical, concrete financial advice—ensuring listeners left with both inspiration and tangible steps to secure their financial futures.
As a first-season production, we faced challenges in refining the format and curating the ideal guest list to deliver on our vision. Through collaboration and adaptability, we successfully developed a structure that balanced personal storytelling with professional expertise. A standout moment in our execution was a live episode recorded in New York featuring influencer Kat Stickler.
Our podcast, "A Better Way to Money," surpassed expectations by achieving over 60,000 downloads, far exceeding our benchmark of 40,000. This impressive reach reflects the strength of our content and its resonance with our target audience. Positive reviews and ratings further validated our efforts, with listeners praising the podcast's engaging format and actionable financial advice. Additionally, the live episode with Kat Stickler received press in People and the Wall Street Journal.
One key to our success was the relatable approach brought by our host, Jennifer Borget. As someone who represented the average listener, Jennifer asked the questions our audience wanted answers to, bridging the gap between expert advice and everyday concerns. Her genuine curiosity and connection with her followers enhanced the podcast's authenticity and accessibility, earning positive feedback from her community.
By blending expert financial insights with relatable narratives, we educated listeners about financial products in a way that was not only informative but also enjoyable. This alignment of strong metrics, positive audience reception, and impactful content demonstrates that our efforts were a success, achieving and exceeding the goals we set for this project.
