Sun Life targets millennials with new publisher partnership plan

Sun Life Financial has launched a new digital brand, in partnership with Quebecor Media's Journal de Montréal, reports Media in Canada.

Porte-monnaie (French for “wallet”) is a millennial-targeted digital news source, posting text and video content focused on personal finance.

The site’s content will focus on investing, saving money, career advice, entrepreneurship and more. Sun Life will have a permanent ad presence on Porte-monnaie with banner and display ads, as well as an acknowledgement of the sponsorship on the site’s logo. It will also sponsor more than 40 original content initiatives and 20 written and video reports for the site.

The media company plans to sell ad opportunities to brands beyond its launch sponsor.

Other banks are also actively pursuing the millennial demo. Last year BMO, for example, paired with millennial-focused media company Vice on Vice Money, which has reached more than 4.6 million viewers since its launch.