App content strategy for MetLife's first-ever personal finance app
In collaboration with Oliver Wyman, we developed a launch content strategy and content governance process for a global corporate initiative
The Brief
We were brought on as lead content strategists for a two-year, multi-agency collaboration to help MetLife develop its first-ever personal finance app, Upwise. The goal was to create an educational content ecosystem to support the robust functionality of the app, and that could both engage users and position MetLife as a trusted, forward-looking voice in financial wellbeing. Working alongside researchers, strategists, and MetLife executives, we were tasked with building a unified content strategy, workflow, and governance model for hundreds of in-app learning experiences.
The Approach
We started by collaborating with the brand team to define how Upwise should sound, feel, and educate — developing a distinct brand voice that could translate complex financial concepts into clear, supportive language. From there, we mapped the user journey, aligned content to key behavioral moments, and built the full content production and governance infrastructure — including editorial workflows, accreditation protocols, and content review processes. As managing editors, we planned, assigned, and edited hundreds of pieces of original content, ensuring every element reflected both the brand’s tone and the app’s user experience.
The Outcome
The result was a comprehensive content strategy and editorial system that powered the successful launch of Upwise. The framework gave MetLife a repeatable model for creating and managing educational content at scale, while the new voice and guidelines allowed internal teams to confidently write, edit, and publish in the Upwise style. Ultimately, the project positioned both MetLife and the agency as leaders in digital product content strategy and innovation — demonstrating how strong voice, structure, and storytelling can make financial wellness feel personal and actionable.
“Steve struck the perfect balance between leaning in and challenging conventional thinking—always with a calm demeanor and a “yes and” approach.”
The content was the visible part of this engagement; the governance system underneath was the real deliverable. Getting hundreds of pieces of financial-wellness copy out the door without the voice quietly drifting depends less on talent than on the boring infrastructure of who reviews what, and when.