Aegon has launched the Money: Mindshift campaign, led by financial wellbeing expert Dr. Tom Mathar, aimed at challenging the traditional transactional model of financial advice.
At the centre of the campaign is Aegon’s launch of a digital hub, which will feature a podcast series, practical articles, interactive tools and money personality quizzes.
It will also provide personalised wellbeing insights and resources to support financial planning.
The hub aims to take a more human approach to financial wellbeing to help users explore the emotional side of money. By understanding their money mindset and how it shapes their decisions, users can take steps to improve their financial wellbeing now and in the future.
At the campaign’s launch, Andy Mason, CMO at Aegon, said: “Money:Mindshift is the next step in our journey as Aegon in terms of engaging in this debate about financial wellbeing,
“Money:Mindshift it’s a platform. There’ll be content, podcasts, events, and all of it is trying to stimulate this debate about how we get people to think differently about money and engage this idea of a long-term mindset and balancing that against the short-term demands of money.”
The launch comes as research from Aegon revealed that financial wellbeing is ione of the most pressing behavioural challenges people face today. In addition, it found that nearly half of Brits still believe ‘money can buy happiness’, while 27% disagree and 28% remain unsure.