Northwestern Mutual has long been known for its insurance business, but a new campaign is moving it closer to wedding planning and marriage counseling. The financial services company is teaming with the online wedding platform The Knot and influencers like ABC's The Bachelorette star JoJo Fletcher to provide Northwestern Mutual-sponsored access to The Knot’s marriage counseling app, called Lasting, and provide information about money management for couples, according to a recent announcement.
The campaign, called “Moneymates,” seeks to simultaneously harvest financial planning leads while providing the basics of financial education for couples. Citing the results of a survey conducted across The Knot’s database, Northwestern Mutual found that engaged and newly married couples need more financial planning guidance. "Money is one of the greatest sources of tension and stress in a marriage,” said Lee Hurley, vice president of marketing at Northwestern Mutual. “But financial planning is often not on the radar.”
The campaign will continue through the end of the month.