Massmutual and Nimbus Team Up to Launch Black Generational Wealth Focused Campaign

Inspiring Black Consumers to Build the Generational Wealth needed to Create a Lasting Legacy for their Families


Apr. 11 2023, Published 4:03 p.m. ET

Inspiring Black Consumers to Build the Generational Wealth neededto Create a Lasting Legacy for their Families

Massachusetts Mutual Life Insurance Company (MassMutual) shares its latest campaign initiative with support from NIMBUS Inc. to raise awareness for Black consumers that “legacy” doesn’t always mean generational wealth, however, having generational wealth guarantees they will leave a legacy.

The campaign – communicating that “Tomorrow has a Partner” – highlights the value of having a financial blueprint for generational wealth and drives a sense of urgency to take action, and champions MassMutual with the intention to grow strong generational wealth and legacy interest in the Black community.

“Black culture resonates broadly, extending deep, cultural traditions that span generations and all consumer groups. Understanding these cultural nuances and how to apply culture to intentionally speak to diverse audiences, is something we wanted to pull forward in this MassMutual campaign. By capturing and communicating this new campaign, we seek to encourage Black families to start building generational wealth and to define their legacy – today” states Dr. Dawn Wade, Managing Partner and Chief Strategy Officer, NIMBUS, Inc.

“We recognize that Black Americans still face unique challenges in today’s complex financial environment, and a lack of access to trusted knowledge and resources is often a contributing factor,” said Jennifer Halloran, Head of Brand and Advertising at MassMutual. “Working with Nimbus to create this campaign is just one step of many MassMutual is taking as a part of our long-term commitment to listen, learn and take action to help build generational wealth and legacy within Black communities.”

The overarching intent of the campaign is to stop people in their tracks and start the conversation – providing education, insight, and awareness to those who want to build generational wealth and a legacy but may not be sure where to start – or may keep pushing it off, until tomorrow.

MassMutual’s latest campaign, lending its hand to be a partner to those who hopefully won’t wait another day, or until tomorrow – is a testament to the strategic layer of collaboration with NIMBUS Inc., which has paved the way for the brand to capture the attention of untapped consumers who are most likely to take action and look to MassMutual to do business with.

Here is a link to one of the campaign assets - a thirty-second commercial. To find out more about solidifying your legacy with generational wealth, including finding out information pertaining to the right planning and strategy, visit, as MassMutual can help those create a blueprint for their future – as we all need a partner for tomorrow, today.

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