THE CHALLENGE
Mission-driven RPB has spent decades helping Reform Movement employees plan for retirement. But their participants’ financial lives extend well beyond their plan, and RPB’s mission to help them “retire with dignity” required looking at the bigger picture. That meant tackling financial wellness — and its perception as drudgery — with fresh, accessible content that spoke to more than the numbers and helped participants build lasting habits.
OUR SOLUTION
Thinkso helped RPB rise to the occasion with a financial wellness program spread across multiple touchpoints. Designed to meet participants at various life stages and levels of financial knowledge, the campaigns span online seminars, social, and e‑blasts including annual seminars for different life stages, a Financial Wellness Month series, and Monthly E‑tips emails grounded in Mussar traits and Jewish tradition.
“Thinkso was an invaluable strategic and creative partner in developing our participant financial wellness program, thoughtfully weaving together financial health and Jewish concepts to create an engaging experience for our participants.” Stephanie Berger, Chief Marketing Officer
RPB set out to expand its popular bi-annual, in-person retirement seminar into an online life-stage-specific webinar series built to help participants navigate their changing relationship with money over time. We skipped run-of-the-mill financial branding and opted for a catchy name (HealthyWealth) and warm language and visuals where participants could truly see themselves in the work.
For January’s Financial Wellness Month, our email campaign broke guidance into digestible daily steps, one idea and one action at a time. Participants could follow along by email, work through a downloadable calendar at their own pace, or talk it through in RPB’s Facebook group, whichever fit how they wanted to engage. Design leaned on bold typography, strong color, and hand-drawn illustration, deliberately setting it apart from RPB’s more formal communications about the Plan.
In its second year, we deepened the Financial Wellness Month campaign into Inner Work, Outer Wealth, pairing five weeks of Mussar traits (order, humility, patience, trust, gratitude) with financial habits. For participants with an appetite for it, each email invited readers to reflect on their spiritual and personal connection to money. Modular, chunked design kept the practical action clear at a glance whether or not someone engaged with the deeper layer.
When RPB wanted to extend the program year-round, we developed a Monthly E-tips eblast series. Each email ties to seasonal events or trends—tax season, spring cleaning, the High Holidays, etc.—and encourages simple, incremental action. Animated header illustrations and engaging copy lend a sense of warmth and charm to the series, while further distinguishing the campaign from RPB’s other eblasts and financial wellness email marketing more broadly.