Betterment: Tax-cident

Betterment challenged us to create a tax-season campaign that would highlight its tax-smart investment features and show consumers that when you use Betterment throughout the year, tax season doesn’t have to be stressful or full of surprises.

The insight came from a familiar frustration: tax season has a way of delivering shocking and expensive surprises you never saw coming. Most of those moments aren’t caused by one big mistake, but by small financial missteps made throughout the year without realizing it.

To bring this to life, we worked with Betterment to name those moments Tax-cidents. By giving these mistakes a name, we could show how Betterment’s tax-smart features help prevent Tax-cidents from ever happening, so when tax season arrives, there are no unpleasant surprises, just confidence and peace of mind.