Financial Literacy - myMoneyStory
Concept
Thought leadership in financial services often feels unrelatable—more like a commercial than a conversation. It can fall short of helping people understand why financial products actually matter in their everyday lives.
While observing content across the industry, I noticed a consistent gap in the stories being told. That sparked a broader reflection: how do someone’s upbringing, culture, and lived experiences shape their relationship with money?
This question became the foundation for myMoneyStory—a campaign designed to humanize financial literacy by connecting it to personal narratives and encouraging more inclusive, meaningful financial conversations.
Solution
Drawing from my own upbringing and my family’s immigration story, I developed a content series that blended financial education with authenticity and relatability. I created the framework, wrote the content, and collaborated across departments to ensure the initiative aligned with Voya’s mission—while still reflecting my personal perspective.
After securing cross-functional support, I led the filming, approval process, and rollout of the pilot initiative. The result was a values-driven storytelling campaign that helped audiences see themselves reflected in the financial planning conversation—regardless of their background.
As part of the launch, I was invited to lead an internal webinar where I shared my story, delivered financial education to colleagues, and promoted the campaign across the organization.
What people are saying
“Thank you for being proud and sharing your myMoneyStory. I work in the wealth management field and with Voya, knowing they promote our voice is inspiring and will continue to encourage myself to work further with Voya.”
As part of Asian American and Pacific Islander Heritage Month, another myMoneyStory social post featured a short video that highlighted key campaign themes through a culturally grounded, personal lens.
The post received over 2,700 impressions and 600 views, helping extend the campaign’s reach and spark conversations about how background and culture influence financial perspectives. It also generated higher engagement than the average Voya social post, reinforcing that storytelling-driven content resonates with audiences.
The centerpiece of the campaign was a short video where I shared how my cultural upbringing shaped my view of money in a relatable, approachable way.
Snippets were shared on social media, generating 4,000+ impressions and 2,300 views, with a 5.3% engagement rate. The full video—featured on the Multicultural page of Voya.com —achieved a 70% completion rate, reflecting strong interest in personal storytelling as a way to spark financial conversations.
I also created a flyer to offer a practical, client-facing tool to start deeper financial conversations. By sharing myMoneyStory in a text format, it helped Relationship Managers and colleagues explore how cultural background influences money decisions—supporting more personalized, trust-based planning.