Wealthfront
Wealthfront
My role at Wealthfront
As Creative Lead, I help shape the brand’s voice and vision during a pivotal period of growth—guiding the evolution from a fintech disruptor to a trusted, everyday financial partner. My role sits at the intersection of strategy and storytelling, where I lead creative work across brand campaigns, product marketing, and lifecycle programs.
I play a key role in defining how Wealthfront shows up: sharp, witty, and always one step ahead of traditional finance. From leading cross-functional initiatives to launching high-performing campaigns for flagship products like the Wealthfront Cash Account, I partner closely with product, brand, and lifecycle teams to ensure every touchpoint delivers on our promise: Money works better here.
Whether I’m scripting explainer videos, writing foundational web content, or concepting multi-channel campaigns, I focus on clarity, consistency, and creativity—all in service of helping people build wealth.
Zero asterisks.
Research showed us a surprising insight: some people thought our high APY was too good to be true. Not because of anything we were doing wrong—but because they’d been conditioned to expect less from their banks.
That insight became the foundation for Zero Asterisks, a campaign built to reframe skepticism as an opportunity for education. While traditional banks keep most of the interest for themselves, Wealthfront makes a different choice: pass more along to clients. We brought that contrast to life with a bold, minimalist visual approach and a message rooted in radical transparency.
Cash Account Landing Page Redesign
The problem wasn’t what our product did—it was how people understood it.
Our Cash Account offers a high APY and everyday money movement features like direct deposit, bill pay, and instant transfers. But most people still thought of us as a one-dimensional high-yield savings account. We needed to shift that perception.
The landing page redesign was a strategic reframe. We recategorized our features into familiar mental models—savings features and checking features—to help people instantly see the value of earning more and doing more with their money.
The redesign leaned into clarity, function, and confidence, positioning Wealthfront as the account that works like checking, earns like savings, and outsmarts both. See the entire page here.
Paid & Organic Social
Social is often our bread and butter—the place we show up first, loudest, and most often. It’s where we meet the moment, whether that’s responding to market swings, shifting sentiment, or expanding our offerings. From witty, real-time posts to product-led performance ads, our social work strikes a balance between brand and behavior—meeting clients where they are, with what they need, exactly when they need it.
If social is where we meet the moment, lifecycle is where we build the relationship. Through a robust email program, we dig deeper—educating clients on how to make the most of their money, guiding them through product benefits, and nudging them toward smarter financial decisions over time. It’s not just a channel for retention; it’s a place for connection, clarity, and long-term value.
Lifecycle
Out Of Home
Our first major out-of-home campaign was a leap toward greater brand awareness—and a chance to make a big impression in the real world. The strategy? Go bold, go clear, and go high. We focused on a single, resonant message: Wealthfront makes it easy to consolidate your finances in one smart account. With crisp headlines and clean visuals, we brought simplicity and confidence to Miami and NYC, driving home a modern money truth—when your finances work together, they work better.
