Understanding that wealth looks and feels different for everyone, Wealthfront promotes a mindful and measured yet personal approach to accumulating wealth. The challenge was that everyone was getting caught up in the frenzy and hype train of a new world of financial instruments that allowed people to trade and sell not just normal shares but fractional shares, options, buy into crypto, leverage margin and a wide range of totally irresponsible money moves. And while Wealthfront was frequently bucketed in with other fintech platforms, we leveraged the truthful insight that trading isn’t the same as investing, and built a campaign around how Wealthfront stands for a different approach.