The betterment effect

Betterment challenged us to create a campaign, starting with Drake Maye, that could build toward a broader, emotionally resonant creative platform to make more people aware that Betterment is the smarter, more empowering way to invest.

The insight came from a simple truth we kept coming back to: investing doesn’t usually make people feel good. It makes them feel anxious, confused, and worried they’re doing it wrong, especially younger generations trying to make smart financial decisions. So instead of talking only about long-term outcomes, we focused on how investing could feel better right now. That shift became The Betterment Effect — the idea that smarter investing should leave you feeling calmer, more confident, and in control from day one.

We used Drake Maye to personify how Betterment quietly works in the background, so you can focus on living your life while still making smart, confident financial moves.