EarnIn x Michele Paiva, The Finance Therapist

To explore the intersection of money and mental health, I partnered with financial therapist Michele Paiva to examine a critical question: Is waiting for payday contributing to a broader worker mental health crisis?

Grounded in the insight that financial stress is deeply tied to emotional well-being, the campaign translated complex behavioral and psychological dynamics into accessible, social-first content. Michele’s expertise—rooted in financial therapy, which connects money habits to underlying emotional patterns—helped reframe paycheck timing as more than a financial issue, but a driver of anxiety, stress, and overall well-being.

Through a series of short-form videos, we brought this perspective to life in a way that was relatable, credible, and culturally relevant—positioning EarnIn not just as a financial tool, but as a solution that supports both financial stability and mental health.