UK broadsheet The Guardian has teamed up with insurance firm Zurich on a 'Life Navigator' Web app designed to provide readers with money advice.
The app lets users select up to three 'life stages', such as 'I'm buying a house', 'I'm about to retire' and 'my income has significantly decreased' before serving up relevant infographs, videos, Guardian articles and Zurich advertorials.
The app - currently occupying a prominent position on the paper's homepage - is part of a six month campaign, which will sit on the Guardian site's Money section, to "raise awareness of the biggest financial considerations people face at key life stages".
In a note on the campaign, Guardian Money site editor Hilary Osborne says that Zurich has provided part-funding for new features "but all editorial is independent of the sponsor, except for those articles labelled 'advertisement feature'."
Mia Barnes, group head, brand partnerships, Guardian News & Media, says: "This is a wonderfully visual and emotive campaign, which focuses on providing readers with useful and relevant financial information in a fun, engaging, and at times, poignant way."
James Hill, head, marketing, UK Life business, Zurich, adds: "We hope that the interactive nature of the campaign, the range of media we're using - and some hard hitting messages - will capture peoples' interest, and show how they can put plans in place to cover the potential financial impacts of the unforeseen events that could happen to any of us."