Beta Baby Bonus

Americans aren’t saving early enough to impact their retirement, and many financial advisors aren’t advising them to save early enough. So we helped them start saving as early as humanly possible with an unexpected offering—for newborns.

Retirement in America is broken. The problem: People start thinking about saving for retirement too late because retirement is seen as tomorrow’s problem. But if you don’t save today, you can’t retire later. So, we set out to change when people start planning for it. Prudential offered every baby born on January 1, 2025 the Beta Baby Bonus, $150 that could grow to $100,000 by the time they retire. The company’s $1.5 million commitment today could be worth over $1 billion in the future. The result? We changed how people think: 60% of 18–34-year-olds are now more likely to start saving earlier, and 84% of Financial Advisors are now more likely to discuss the benefits of starting early with younger clients. And we changed our business: Prudential could see $120 million in potential incremental revenue as a result.