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Envestment Clients Learn Finance With Nickelodeon’s Mr. Krabs

Nickelodeon Deal Brings the Spongebob Squarepants character Mr. Krabs Into Company’s “Intelligent Financial Life” Portal

By Gary Symons

TLL Editor in Chief

Who better than the skinflint, sharp-eyed Mr. Krabs to teach the value of a dollar? Or, in this case, maybe a sand dollar?

The financial firm Envestment is partnering with Nickelodeon to take a closer look at SpongeBob SquarePants’ Mr. Krabs’ imagined finances in their latest omnichannel brand campaign. One imagines a lot of it is Mr. Krabs pointing out, “Spongebob! Yer spendin’ all me money!”, a line I used with my kids all the time.

The new digital interactive campaign features clips of Mr. Krabs’ experiences as a small business owner that serve as entertaining examples of being a proprietor. Envestnet empowers financial advisors to serve as heroes who help their clients live an Intelligent Financial Life through its connected financial wellness ecosystem.

The clever campaign was developed in partnership with Boston-based agency HeyLet’sGo, and invites advisors to dive into Mr. Krabs’ imagined finances through Envestnet’s next-generation Client Portal.

The campaign leverages an interactive digital experience where advisors can engage with five scenarios inspired by the SpongeBob SquarePants TV series. They include the destruction of the Krusty Krab, opening a second restaurant, and firing SpongeBob.

Through the Portal, advisors can see how these events affect Mr. Krabs’ overall financial picture. To have a look at the holistic financial picture of Mr. Krabs, you can see how the portal works for yourself by visiting

“Mr. Krabs encapsulates the financial challenges of modern clients. He is someone with complex finances who gets caught up in the day-to-day management of his money, and also worries about planning for the future,” explains Mary Ellen Dugan, Chief Marketing Officer of Envestnet. “Our campaign uses a humorous character from pop culture to show advisors how the Envestnet ecosystem can intelligently connect all aspects of any client’s financial life—and provide a 360-degree view that helps them become the heroes who enable clients to make sense of it all.”

The campaign’s interactive dashboard displaying Mr. Krabs’ imagined finances models the updated next-generation Envestnet Client Portal; a one-stop-shop where clients can analyze investment account performance, review financial goals, view a high-level summary of monthly spending and transactions, create detailed budgets, and more.

Advisors can customize the Portal and give clients the freedom to set their own dashboard preferences, widgets, and advisor access protocols—providing a unique end-to-end experience for every client. The Envestnet Client Portal experience also includes real-time access to account details, spending and budget tracking data, and documents whenever they want, on any device.

“Giving advisors and clients greater control over their digital experience is essential for simplifying the journey toward financial wellness and achieving an Intelligent Financial Life. That is why we continue to enhance the single, unified experience in the Envestnet Client Portal, and strengthen the deep integrations in our ecosystem,” said Molly Weiss, Chief Product Officer, WealthTech and Solutions at Envestnet. “A comprehensive view of a client’s entire financial life, where advisors and clients can easily find the information they need now, can allow any client – even one as penny pinching as Mr. Krabs—navigate serious real-life challenges, and help improve their financial outcome.”

Envestnet and HeyLet’sGo collaborated with Nickelodeon, Paramount Consumer Products and Paramount’s licensing agent, Born Licensing, to help imagine the value of SpongeBob SquarePants’ Mr. Krabs’ assets, net worth, and business profitability, and place dollar amounts on what he has spent money on throughout the series.

“This is a spectacular example of how popular fictional characters can help brands communicate with their customers, which stand out and capture their attention,” Born Licensing Director David Born said.

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