Why TIAA Showed Up at Essence Festival

Legacy Planning Wall: As one of the largest retirement and investment providers in the U.S., TIAA wanted to connect more deeply with one of its most important customer groups: Black women, particularly educators and professionals.

The Essence Festival in New Orleans—drawing hundreds of thousands of attendees each year—offered a perfect opportunity. But rather than sponsor another booth, TIAA wanted to create something meaningful, visual, and emotional.

They turned to TheMoneyCoach.net to bring that vision to life.

How TheMoneyCoach.net Built the Legacy Planning Wall

Lynnette Khalfani-Cox and Earl Cox designed a concept called the Legacy Wall—a large, interactive installation where festivalgoers could write their dreams and financial goals for future generations.

At the TIAA booth, visitors wrote messages like:

• “I want to leave a paid-off house to my grandchildren.”
• “I want to end the cycle of debt in my family.”
• “I want to become the first investor in my lineage.”

Attendees engaged with the wall by:

• Writing their legacy goals on large cards
• Taking selfies with their entries
• Sharing their aspirations on social media
• Starting conversations with on-site TIAA representatives

TheMoneyCoach.net helped facilitate the messaging, tone, and structure of the activation to ensure it was both soulful and strategic.

A Campaign That Tapped Into Emotion and Empowerment

The Legacy Wall stood out in a sea of festival vendors because it:

• Invited authentic personal reflection
• Offered a non-intimidating entry point to conversations about retirement and investing
• Provided TIAA with direct community engagement
• Inspired a flood of social media sharing from Black women of all ages

Many women expressed legacy dreams centered on property ownership, entrepreneurship, debt freedom, and family impact—which aligned perfectly with TIAA’s long-term value proposition.

Estimated Reach and Lasting Brand Equity

The Essence Fest drew over 500,000 attendees, with heavy foot traffic through the TIAA booth and Legacy Wall throughout the weekend.

While exact figures weren’t released, the campaign:

• Created thousands of visual impressions via social sharing
• Generated hundreds of unique legacy entries
• Increased booth engagement and in-person financial conversations
• Strengthened TIAA’s presence in a key cultural space

TheMoneyCoach.net helped ensure that the execution was on-brand, culturally resonant, and emotionally impactful.

Frequently Asked Questions

What was the purpose of the Legacy Planning Wall?

To spark dialogue around generational wealth and inspire Black women to think about their financial legacy in a tangible, emotional way.

How was TheMoneyCoach.net involved?

Lynnette and Earl conceptualized the wall, designed the messaging strategy, and worked with TIAA to create a space for reflection and financial conversation.

What did attendees write on the wall?

Goals ranged from buying homes and investing to breaking family cycles of poverty and leaving inheritances for children and grandchildren.

Why was Essence Festival the right venue?

It’s the largest annual gathering of Black women in the U.S., many of whom are already TIAA’s target customers: educators, healthcare professionals, and career women.

What impact did the campaign have?

It gave TIAA visibility in a trusted cultural setting, sparked viral engagement, and showed real commitment to helping Black women build legacy wealth.

Final Takeaway

The Legacy Wall was more than a campaign—it was a movement. With TheMoneyCoach.net’s creative and strategic leadership, TIAA delivered a powerful message at Essence Fest: your financial legacy starts today, and it deserves to be seen.