Tax-cidents

While tax season is full of unpleasant surprises, Betterment wants to make sure their customers never experience them in the first place.

Betterment is the investing app that helps you avoid “Tax-cidents” through automated, year-round tax-smart investing. You keep more of what you earn—that’s the Betterment Effect.

The wealth platform is launching the new tax season centric campaign created with creative partner Another Thing, that highlights how everyday investing mistakes can lead to unexpected tax bills at the end of the year - but not when you invest with Betterment. The work marks Betterment’s second campaign with the agency.

The idea comes from a simple insight: tax season stress rarely starts in April—it comes from the unseen tax impact of trades made throughout the year. Betterment calls these “Tax-cidents,” the costly surprises investors never saw coming.

Through the campaign—which features several broadcast and digital spots—Betterment highlights its suite of automated tax-smart investing features. These include Tax Impact Preview, which helps investors understand potential tax consequences in advance, and tax-loss harvesting, which can reduce taxable gains. Together, these tools help lessen the unexpected shocks that often emerge during tax season.

“Betterment is built to help investors avoid the hidden tax surprises that quietly erode returns,” said Kim Rosenblum, Chief Marketing Officer at Betterment. “With this dynamic, attention-grabbing campaign, we’re demonstrating how our tax-smart tools and automated technology work behind the scenes to help customers keep more of what they earn and build wealth with confidence and ease.

By naming and personifying these mistakes, “Tax-cidents” positions Betterment as a platform that helps investors stay prepared year-round so tax season comes with fewer surprises and less stress.

Tax-cidents launches December 27 across video, audio, paid social and display.