TIAA: Divorce Stories

TIAA, the insurance company, reached divorced women in the US using influencers to promote its content on TIAA's divorce hub.

The Business Challenge

  • Entering 2018, TIAA wanted to serve women in new, meaningful ways that would bring value to their lives and set TIAA apart from other financial services companies. TIAA had a long and proud history of advancing the financial health of women. In contrast to other financial services companies whose audiences skewed male, TIAA's customer base was comprised of more women - with women representing 60% of TIAA's customers.
  • As divorce rates continued to climb, TIAA's financial advisors knew well the impact of divorce on women's finances. Women were more likely to take the financial hit. As one...

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