Superbia

Case Study

Superbia successfully launched it’s Superbia New Era program – with plans like Superbia Spirit, Superbia TakeCare and Superbia TakeAction – providing unprecedented access to financial and fundamental wellness services to over 16 million people in the LGBTQIA+ community.

Much of the work we did centered around messaging and copy – helping craft headlines and captions that reinforced our vision for making financial services more equitable and inclusive. By drafting copy for the website, landing pages, and captions for social media posts – we fought to revolutionize the dialogue around the financial services industry; intentionally choosing to center the voices, the lived experiences, and the humanity of those who’d historically been left out.

Superbia came to us with the desire to heal the fraught relationship between money and people within the LGBTQIA+ community. Addressing both historic and ongoing structures of systemic oppression, Superbia exists to make money work for the people that financial institutions have frequently discriminated against. Financial institutions are legally required to be unbiased in their decisions regarding lending, insurance, investments, and extending credit to borrowers – but what’s historically true is that they often aren’t. When conservative policies and ideologies inform conservative practices, those who don’t fit the “status quos” of our society are treated with undue harm. Superbia needed to penetrate a very rigid and traditional market, and successfully advance more progressive and equitable ideas regarding wealth and opportunity.

“Be not the slave of your own past – plunge into the sublime seas, dive deep, and swim far, so you shall come back with new self-respect, with new power, and with an advanced experience that shall explain and overlook the old.”

-Ralph Waldo Emerson

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