Sun Life, Quebecor launch personal finance brand aimed at millennials

Sun Life Financial is joining up with media company Quebecor Inc. to launch an online personal finance brand aimed at millennials.

Hosted on the website of the Journal de Montréal, the Porte-Monnaie online brand includes news items, graphics, videos and stories about personal finance. The online brand will also include social media activities on Facebook, Twitter and LinkedIn. As part of its involvement in the brand, Sun Life will sponsor more than 40 pieces of original content.

“The launch of Porte-Monnaie is particularly significant for Sun Life Financial,” says Robert Dumas, president and chief executive officer of Sun Life Financial in Quebec.

“We were looking for concrete ways of helping Quebecers take charge of their personal finances, to ensure their sustainable financial security. Porte-Monnaie is the ideal brand to achieve this goal. Considering that 87 per cent of people say they regret not having made better financial decisions earlier on in life, we thought it was imperative for us to engage with the young generation, the millennials, to help them build their financial future.”

Read: Key innovations to help millennials navigate the pension jungle