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continuity. "As a millennial, I'm aware of my generation's nisced in an Oct. 22, 2022, blog post, "Marking 25 years of
lack of financial literacy," she said, pointing out that nearly Priceless," about the company’s Priceless campaign's abil-
60 percent of Americans live paycheck to paycheck, and ity to remain relevant in an ever-changing world.
just 51 percent have more credit card debt than the nec-
essary cushion of an emergency savings account. "I felt a "We've transformed the Priceless ad campaign into a long-
deep sense of direction as I worked with our technology lasting, multi-dimensional marketing platform that re-
team at SoftServe to develop a Gen AI avatar that financial flects our ongoing company evolution and the changing
institutions could use to educate customers about finan- world around us," he wrote. "We went from celebrating
cial wellbeing," she added. priceless moments to curating priceless moments to spark-
ing priceless movements, actively connecting people to
SoftServe built a campaign around the mission of finan- their passions and to each other. We do it across channels,
cial literacy and saw it go live at Money20/20 in 2023. The around the world and, yes, even in the metaverse, bring-
campaign, Noghani noted, inspired clients to deploy the ing Priceless to more people than previously possible."
technology and will hopefully inspire other fintechs seek-
ing ways to align with banks and capture revenue from a Looking ahead to next-generation applications and de-
growing number of millennial and GenZ customers. ployments, NMI's Hampton positioned orchestration as
more journey than destination. Along the way, she said,
These up-and-coming generations have a pragmatic ap- technology providers need to avoid monolithic systems
proach to money and place importance on ethics and cor- that will be unable to support their future aspirations, no
porate responsibility; however, while payments and finan- matter how ambitious. "Future optionality is what makes
cial literacy are serious business, you can still mix things or breaks a great business," she added.
up and have a little fun, she pointed out.
Timeless, priceless orchestration Dale S. Laszig, senior staff writer at The Green Sheet and founder and
CEO at DSL Direct LLC, is a payments industry journalist and content
Raja Rajamannar, chief marketing and communications strategist. Connect via email dale@dsldirectllc.com, LinkedIn www.
officer and healthcare president for Mastercard, remi- linkedin.com/in/dalelaszig/ and Twitter https://twitter.com/DSLdirect

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