John Hancock COIN

Established financial services firms are facing competitive pressure from two sources: fintech startups that deliver a better experience at a specific touchpoint, and generational shifts in attitudes and beliefs that are eroding engagement and loyalty with established brands. John Hancock partnered with Cantina to research, articulate, and design a new offering that would meet these challenges head-on. The result is COIN, a startup from within John Hancock that connects personal values to investing. One of the key outcomes of our work together was brand articulation resulting in a messaging system. The system was built on a series of behavioral user archetypes derived from research, and tested through interviews and at-scale social media advertising.