The Betterment Dollar Bill

You’ve heard of the Duo-lingo Owl, now meet the Betterment Dollar Bill. Betterment is the automated investing and savings app that puts your money to work. To bring that concept to life, I created a mascot that personifies hustle, discipline, and smart growth. This character is a workaholic so you don’t have to be thanks to Betterment’s automated tools.

I developed the voice and content for this character across paid media, organic social, and campaign assets—turning complex financial concepts into something approachable, memorable, and fun.

So far, our Betterment Dollar Bill has boosted organic engagement, increased performance in paid media, and resulted in a coworker’s friend saying, “oh you work for Betterment, like the dollar bill guy?!” at a BBQ.