Society of Grownups Take II

MassMutual is doing the right thing wrong.

Remember its Society of Grownups initiative (in collaboration with IDEO)? Refresher: a financial learning initiative that garnered a $100m investment to create a transparent conversation around money via physical locations, and online and offline courses for the price range of ‘free’ to ~$40 per class.

That was 2016.

This is now.

And now, MassMutual is working on the same learning initiative – via financial events – yet branded In Good Company. One difference though is that this initiative is a collaborative effort by MassMutual and Baystate Financial, a general agency of MassMutual.

The Brookline, MA-based initiative is on a mission to “make financial education more accessible & – dare we say – more fun.” By ‘fun’, think ‘beer & benefits’ ($45), ‘wine and investing’ ($45), and ‘couples and money’ ($30) classes; to name three.

Conventional advertising included:

https://twitter.com/InGoodCompanyMM/status/1046520173317029889

Bottom Line: keep the wine and keep in mind – ‘more fun’ isn’t necessarily ‘fun’.

https://twitter.com/FleurdeVino/status/1040398457662394368