Refinery29 Australia has partnered with Afterpay to launch an Australian version of its successful content franchise Money Diaries.
The series gives readers a look into the financial lives of anonymous millennials who track and share every detail of their spending over seven days.
The 12-month partnership with Afterpay coincides with the launch of the buy-now, pay-later brand’s new money and lifestyle app Money By Afterpay next month.
“If there’s one thing we heard most from people in the lead up to the launch of Refinery29 Australia, it was ‘When are you launching Money Diaries?!’,” says Refinery29 Australia head of editorial Zahra Campbell-Avenell.
“It’s such a well-loved content franchise the world over, and a huge testament to the role it plays in helping to remove the shame, guilt and fear surrounding the topic of money, which remains such a taboo.”
Money Diaries first launched on Refinery29 US in early 2016. The voyeuristic franchise has become a global sensation, with a bestselling book, a popular podcast and highly engaged Facebook groups, both in the US and UK.
Refinery29 Australia, which launched in July, will publish bi-weekly Money Diaries to its site and social channels, as well as the Money By Afterpay app, and will shortly launch a Money Diaries Australia Facebook Group where it plans to foster a safe space to talk finances.
Money Diaries will also be added inspiration for Money By Afterpay customers using one of the app’s features, Money Stories: a data-driven social-media style approach to providing personalised spending and saving insights. It will offer daily and weekly bespoke insights into each customer’s earnings, spending and saving within the Money app, as well as their buy-now, pay-later balance.
“We’ve spent the last 12 months obsessed with the customer we’re building Money by Afterpay for and we’ve sought out more than 2,100 hours of conversations, content and insights from Gen Z and Millennials,” says Afterpay global head of customer, content, and marketing Jackie Lee-Joe.
“We were really looking to understand not just what they want from a money app but what they need when it comes to feeling more empowered about money. Overwhelmingly, one of the key things we heard was that this audience wants to build their money confidence - through small steps, personalised experiences and positive conversations.
“We’re thrilled to do exactly that with the Refinery29 Australia team and its much loved Money Diaries franchise by making previously taboo conversations about money fun, inspiring and educational at the same time.”
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