Personal Capital (PC) was launched in 2011 by Bill Harris, former CEO of Intuit and PayPal to provide high-level financial services to everyone. The free app combines a free financial dashboard to gather and analyze all financial data, with a financial advisor to help manage investments.
Now, the financial/technology company wants to raise its awareness and has named Hub Strategy and Communications as its new Agency of Record. PC previously worked with Duncan/Channon. The account switch was not part of a formal review.
“Hub brings a smart strategy along with outstanding creative, and we are excited to partner with them as we continue grow and distinguish Personal Capital in this exciting market,” said Elizabeth Hamren, CMO, Personal Capital.
This month, Hub will launch a brand awareness campaign for Personal Capital that includes a new look and feel across outdoor media and radio. The creative will focus on eliminating unnecessary fees to manage money. For instance, one ad features the headline "Money may not buy happiness, but seeing hidden fees will surely piss you off."
The creative will run in the San Francisco Bay Area, Denver, and Seattle through fall 2015. Later the campaign will be rolled out to other cities according to the agency.
“The last true innovation in wealth management was inspired by Charles Schwab,” said Hub Creative Director and Partner D.J. O’Neil. “That was 35 years ago. Personal Capital is a truly new breed of financial advisor, and I think a lot of people are ready for this approach.”
Location may have also helped bring these two companies together. Personal Capital is based in San Francisco and the account will be led out of the agency’s San Francisco office under the direction of co-partners and Creative Directors Peter Judd and O’Neil, along with account leads Angelina Dilg and Jeremy Cook.
As a tech company, PC was also attracted to Hub's non-traditional business model.
The agency combines a core group of full-time employees with a network of over 100 senior-level freelance creative specialists, managed by Hub’s creative directors. This enables the shop to
be more nimble and responsive, per the agency. Its roster of clients includes Blue Shield of California, Chevys Fresh Mex Restaurants, Dropcam