Stackwell on TikTok

As we developed Stackwell’s brand guidelines, outlining how the brand would show up on different channels, we took an experimental approach to TikTok, rooted in research. The truth is, emerging wealth builders don’t go to TikTok to learn about financial products or investing basics. Showing up like just another financial services firm wasn’t going to drive engagement or create community. Our target audience comes to TikTok see themselves and feel inspired. By leaning into young professional grind culture and focusing on perspectives from the Stackwell community, I helped reposition the brand as something people want to belong to, not just buy from.