Empowering women
to demand more
from their money

As Fidelity’s consumer agency for its Women Investors Initiative, Kaplow and Fidelity Investments partnered closely together to strengthen the brand’s authority in the women’s investment category.

Women Reached
Earned Media Placements
Earned Impressions


By implementing a series of unique and high-touch programs, Kaplow helped Fidelity put a stake in the ground and deepened its credibility among key audiences.

After discovering that 85% of women were stressed about their finances due to a lack of education, Kaplow and Fidelity teamed up to launch an educational video series featuring advice and resources to help women become more financially confident. Additionally, Kaplow leveraged its best-in-class media relationships to kick off the series with a live webcast with CBS This Morning’s Gayle King as host, which featured Gayle’s personal anecdotes around her relationship with money.


The unique webcast was broadcast to millions of engaged women and featured Fidelity President of Personal Investing Kathy Murphy alongside Weight Watchers CEO Mindy Grossman as they discussed the biggest stressors for women – money and health – reaching a targeted cross-section of consumers.

We continued momentum by creating impactful media moments, including hosting intimate events for high-level media at Bloomberg, Hearst and Conde Nast, developing earned byline articles with Fast Company and Thrive Global and developing ongoing content highlighting Fidelity’s data to earn media coverage.


The video series was distributed to more than 12 million women at companies in which Fidelity is a 401(k) provider, forging a new path for women’s financial wellness by opening the conversation around women and investing.

Our efforts generated millions of impressions and continue to drive awareness and engagement among women for Fidelity’s diverse product offerings.