Me Poupe! Empresas: Nathalia Arcuri's legacy inside organizations

Key takeaways

• Financial education within organizations reduces stress, expands autonomy and contributes to healthier work environments.
• Translating a value proposition consolidated in B2C into the corporate market requires specific methodology, positioning and governance.
• Employee debt and financial anxiety directly affect business results, creating real demand for corporate solutions.
• A brand with credibility and methodologies validated with the public can expand its purpose to organizations without losing its essence.
• Structuring an initial success story, such as the project with B3 and Banco Inter, was the starting point for expanding partnerships in new segments.

The dilemma

Over more than a decade, Me Poupe! established itself as the leading reference in financial education in Brazil.

With an audience of millions of people and a relationship of trust built daily with its community, the company turned financial topics into accessible, relevant conversations capable of driving behavior change.

However, most of this trajectory had been built in the B2C universe.

At the same time, organizations were increasingly realizing that financial matters directly affected employees’ lives and, consequently, business results. Rising debt, financial anxiety and the problems associated with mental health made the need for new forms of support for people increasingly clear.

How do you turn all the knowledge accumulated by Me Poupe! into a platform capable of generating impact inside companies?

What we heard

During the structuring of the initiative, we identified a powerful convergence between two movements.

On one hand, organizations seeking solutions capable of promoting well-being, autonomy and human development for their employees.

On the other, a brand that already had credibility, content and methodologies validated with millions of Brazilians.

It also became clear that financial education should not be treated merely as a corporate benefit, but as a tool for social transformation.

When people understand their finances better, they gain more autonomy to make decisions, reduce stress factors and expand their capacity to build more sustainable life projects.

The challenge, therefore, was not just to sell content. It was to translate a cause into a value proposition relevant to organizations.

What we built

Cult Lab supported the complete structuring of the Me Poupe! B2B front.

The work began with the construction of methodologies and the translation of the brand’s value proposition for the corporate universe. Next, we structured the institutional positioning of the initiative, developing materials, narratives and presentations aimed at the B2B market.

We also worked on governance and project management, ensuring that the initiatives were not only sold but effectively implemented and turned into success stories within organizations.

One of the first milestones of this journey was the construction of a project in partnership with B3 and Banco Inter to expand access to information about Tesouro Direto. The initiative aimed to democratize financial knowledge and strengthen understanding of investments in an educational and responsible way.

The project reached its impact goal, set to achieve 11 million views through social media, and was later recognized by B3 as one of the standout projects of that cycle.

From this experience, new partnerships were developed with companies from different segments, expanding the reach of financial education in corporate environments and strengthening Me Poupe!‘s presence in the business market.

What it cultivated

The initiative allowed Me Poupe! to expand its purpose beyond the direct relationship with consumers, creating a new front for growth and impact.

What was once a predominantly individual conversation came to influence entire organizations as well, contributing to healthier environments, better prepared employees and leaders more aware of the role of financial education in human development.

The area has been gaining maturity, expanding its execution capacity and strengthening its presence in the corporate market.

More than opening a new line of business, the project helped turn a communication legacy into a platform for social transformation capable of connecting companies, people and purpose around a common cause: building a smarter, more balanced and sustainable relationship with money.

Frequently asked questions

What did Cult Lab do in the project with Me Poupe!?

Cult Lab supported the complete structuring of Me Poupe!'s B2B front, including the construction of methodologies, institutional positioning, materials and narratives for the corporate market, as well as working on governance and project management.

What was Me Poupe!'s first B2B project and what were the results?

The first milestone was a project in partnership with B3 and Banco Inter to expand access to information about Tesouro Direto. The initiative reached the goal of 11 million views on social media and was recognized by B3 as one of the standout projects of that cycle.

Why is financial education relevant inside companies?

Because rising debt, financial anxiety and employees' mental health problems directly affect business results. When people understand their finances better, they gain autonomy, reduce stress factors and build more sustainable life projects.

Is corporate financial education just a benefit for employees?

No. According to the project's perspective, it should be treated as a tool for social transformation, capable of influencing entire organizations and connecting companies, people and purpose around a common cause.