The Beta Baby Bonus
Prudential
America has a retirement savings crisis. And no one can agree on a solution, but everyone can agree they should have started saving earlier.
On January 1, 2025, a new generation would be born: Generation Beta. It’s a generation that’s not only going to live longer than every generation before it, but will spend more time in retirement. They will need to prepare for it earlier.
Prudential helps Generation Beta start preparing for retirement the day they’re born by giving every baby born in the U.S. on January 1, 2025 the first deposit for their retirement savings: $150 the day they’re born which could grow into $100,000 by the day they retire.
The Beta Baby Bonus changed decades of retirement planning inertia and proved that Prudential, a 150-year-old company, could live it’s mission of helping people live a better life, longer.
The Beta Baby Bonus announcement launched during the Rose Bowl on January 1st, 2025 - the first day of Generation Beta.
In December 2024, we released a groundbreaking research study offering unprecedented insight into Generation Beta, conducted by a team of cross-disciplinary experts. After interviewing leading scientists, academics, technologists and economists, Prudential was able to anticipate the future Generation Beta would inherit and the retirement savings they would need to thrive in it.
The results speak for themselves. The Beta Baby Bonus helped change the narrative around early retirement saving, not only with the public but with experts. Beyond that, it had a real impact on Prudential as a brand and on their bottom line.
We created videos to bring the findings from our study to life.
Amplified through print, earned media, social and digital platforms and a Times Square OOH takeover through April 2025, Prudential encouraged parents to sign up, helping Beta Babies start saving for retirement from birth. We also partnered with hospitals to educate new parents about the bonus to ensure we got the word out.
