MonMon

Private financial retirement service provider TIAA was looking for strategies to engage with Gen Z consumers. The hope with this audience was to build trust and establish themselves earlier on in a customer's journey, so that when it became time to shop for retirement options TIAA was already on the shortlist. Financial literacy was the approach the company wanted to take, as their content libraries are vast and they can offer information without pushing services. 

From that brief, the MonMon prototype was born. A Tamagotchi-style app that would nourish and grow a character as the user made interactions to increase their financial knowledge. These low-commitment learning actions included watching short videos, reporting positive spending habits, or asking questions to a built in AI chat bot. Each action empowers the user’s MonMon and increases points that can be used to feed, bathe, or style the character, incentivizing users to engage frequently.