Talking Money With Millennials

Earlier this year Quebecor, a Canadian communications and media company, and Sun Life Financial, the international financial services organization providing insurance, wealth and asset management solutions,  announced their partnership to launch a new online brand called Porte-Monnaie with the aim of talking money with millennials.



Porte-Monnaie is designed to deliver straight talk about money and get Generation Y to take an interest – and take action – when it comes to their personal finances. In a way that speaks directly to millennials – an age group that represents a growing share of Quebec’s economy – the new brand will provide content that’s informative, inspiring, sometimes amusing, and always reliable. The goal is to help people expand their financial knowledge and give them tools to better leverage their money.


“The launch of Porte-Monnaie is particularly significant for Sun Life Financial. We were looking for concrete ways of helping Quebecers take charge of their personal finances, to ensure their sustainable financial security. Porte-Monnaie is the ideal brand to achieve this goal. Considering that 87% of people say they regret not having made better financial decisions earlier on in life, we thought it was imperative for us to engage with the young generation, the millennials, to help them build their financial future.” – President and CEO, Sun Life Financial Quebec, Robert Dumas.


Created by millennials, for millennials, the content featured on Porte-Monnaie includes news reports, computer graphics, influencer videos and inspiring stories tackling every aspect of personal finance. Visitors can already access a report about a company offering tiny houses to aspiring homeowners, an article about the 15 most in-demand jobs in Quebec, a feature about how Sweden has become a beacon for millennials, and a report about a harvester in Western Canada who can earn nearly $10,000 in 44 days.


The new brand is launching exclusively online, with social-media presence on Facebook, Twitter and LinkedIn.



Bottom Line:  that time an insurer introduced a media brand…and it won’t regret it.