Kathy Murphy, the former ING executive who joined Fidelity in January as president of its personal investing unit, on Tuesday unveiled Fidelity's new brand campaign as part of a financial guidance program called Guide to Personal Savings or GPS. The program also includes new tools and free seminars.

Kathy Murphy Fidelity President, Personal Investing

"We think of GPS as a navigation system for people to reach their financial goals," Murphy said in a conference call with reporters Tuesday morning.

Featuring a life-stage theme, the brand campaign encompasses advertisements, as well as billboard and online components. Boston-based ad agency Arnold Worldwide helped create the campaign.

"A lot of the work on the campaign was done internally," Murphy said. Fidelity is also launching a interactive microsite the spotlights appropriate products for the various life stages.

She declined to say how much Fidelity is spending on the brand campaign, which will kick off this weekend.

Meanwhile, Fidelity is increasing the number of free financial seminars at its Investors Centers nationwide to more than 500 through the end of this month.

Murphy pointed to research Fidelity conducted last month, which showed that 83 percent of Americans have not sought financial help in the past 12 months mainly because "they thought they couldn't afford it, believed it wouldn't help or thought such guidance was for the affluent only."

The Boston Behemoth has also made available what it calls a Savings Planner tool, a calculator providing guidance to users on where to save their next dollar, and and a Budget Snapshot calculator, which aims to help users budget expenses and determine monthly surpluses or deficits. 

Stay ahead of the news ... Sign up for our email alerts now
CLICK HERE