Fintech innovator Peaks has launched Be Smart with Your Money, its debut campaign introducing the micro-investment platform and app. 

Faced with shrinking household incomes, a challenging labour market and mistrust created by the economic crises, millennials are not only less able to save but less likely to engage in traditional financial planning. But as they enter their prime earning years, Peaks identified an opportunity to help this generation make better decisions for the future with their money.

The campaign, created by international creative agency 180 Kingsday, brings to life the very human story behind Peak's inception and emphasises how to be smarter with your money while poking fun at silly things people do to save. The 30-second spots channel the inner monologues of two individuals trying to manage their money - from renting out their apartment and worrying about what guests did to the toothbrush, to skipping coat check and simmering in their own sweat just to save a few pennies at the club.

Sijbrand Tieleman, co-founder of Peaks, said: "We know how tough it is to make smart money decisions, that’s why we believe that everyone should be able to invest - whether you have a lot of money or a little, whether you understand finances or not. 180 Kingsday have helped us create a brand that can appeal to everyone, not just ‘investors', and we are proud of the result."

Sander Volten, CEO of 180 Kingsday added: "Peaks is an ambitious player that isn’t held back by conventions and adds real value to the life of the consumer by opening up investing to the masses. We’re thrilled to help launch this innovative fintech brand.”

The TVCs will be broadcast nationally across the Netherlands and online on the Peaks YouTube Channel.