Currency Marketing

What Currency Marketing does

Currency Marketing Inc. is a privately held Canadian company headquartered in Chilliwack, British Columbia, founded by CEO Tim McAlpine, that builds and distributes the "It's a Money Thing" financial education program for credit unions in the United States and Canada. The core product is a subscription-based library of 48 animated video topic packs on personal finance topics (budgeting, credit, mortgages, debt repayment, insurance, investing, fraud prevention), each accompanied by infographics, presentations, handouts, articles, social media graphics, and lesson plans that are custom-branded with each subscribing credit union's logo and delivered as digital downloads. The technology layer is content production and white-label customization rather than a software platform, and the company monetizes through tiered subscription plans (12, 24, and 48 Topics), an annual White Label tier, and specialized bundles (Junior, Golden Years, Spanish, Spanish Junior, Shorts), with billing handled via Stripe.

The go-to-market is a direct subscription sales motion into the credit union vertical, supplemented by community-led distribution through schools, workplaces, and branches where credit unions deploy the content. With more than 100 credit union customers across North America and recognized industry validation (Filene Research Institute pilot, academic endorsement from Annamaria Lusardi at GWU's Global Financial Literacy Excellence Center), Currency Marketing has established a focused niche in providing affordable, animated, branded financial literacy content at a stated 1/145th the cost of custom production. The firm is founder-led, small (1–10 employees per firmographic data), operates with no disclosed external funding or parent company, and has historically expanded through product line extensions (language, age cohort, short-form video) rather than acquisitions, partnerships, or geographic expansion beyond the US and Canada.

Name

Currency Marketing

Legal name

Currency Marketing Inc.

Website

https://currencymarketing.ca

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

1–10 employees

Short description

Currency Marketing Inc. is a Canadian firm that sells the "It's a Money Thing" subscription library of animated financial education content to credit unions across the United States and Canada, with custom-branded videos and supporting materials covering 48 personal finance topics.

Ownership category

akta.pro rank

Product category

Financial Education Content

NAICS

Information (51)

akta.pro primary industry

Budgeting & Cash-Flow Management (EDAAAJAA)

akta.pro secondary industries

Credit & Debt Management (Credit Scores, Loans, Repayment) (EDAAAJAC), Credit Education, Monitoring & Consumer Credit Management Tools (FSAKAKAJ), Budgeting & Cash-Flow Management (FSAGADAA), Credit Score Monitoring & Credit Building (FSAGADAE)

Keywords

• Financial education content
• Credit union marketing
• Animated financial literacy
• White-label content library
• Member engagement programs

Headquarters

HQ city

Chilliwack

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Subscription Membership: Credit unions pay a monthly or annual subscription fee for access to the content library. The 48 Topics Plan is offered at a fraction (1/145th) of the cost of creating equivalent custom content. Membership grants access to all content downloads, with customized files delivered within one week of order.
2. License to Use Content: Non-exclusive license to use It's a Money Thing content for as long as membership is active. Content can be used on websites, social media, learning management systems, and in classrooms. Videos are licensed for offline and web use only, not broadcast applications.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Currency Marketing produces and licenses the "It's a Money Thing" financial education content library, a subscription-based catalog of 48 animated topic packs covering personal finance subjects (budgeting, credit, mortgages, debt repayment, insurance, investing, fraud prevention). Each topic pack includes video, infographic, presentation, handout, article, and social media graphic assets that are custom-branded with the subscribing credit union's logo. The content is sold on monthly and annual subscription plans, with specialized bundles for juniors, retirees, and Spanish speakers, and is licensed for use on credit union websites, social media, classrooms, and branches.

Product overview

It's a Money Thing is a comprehensive financial education platform delivered as a subscription-based content library. The core offering includes animated educational videos, infographics, presentations, articles, handouts, and social media graphics across 48 financial topics. The product is offered through tiered subscription plans (12 Topics, 24 Topics, and 48 Topics) with add-ons including White Label customization and specialized bundles (Junior Bundle for younger students, Golden Years Bundle for seniors, Spanish Bundle and Spanish Junior Bundle for Spanish speakers, and Shorts Bundle for short-form social media). Content is custom-branded with each credit union's logo and can be used on websites, in classrooms, and across social media channels. The platform also includes supplementary content through the It's a Money Thing Backstage video series.

Differentiator

Problem solved

Functional benefit

Products and services

• It's a Money Thing A subscription-based library of financial education content designed for credit unions to engage and teach young adult members. Each topic pack includes an animated video, infographic, presentation, handout, article, and social media graphic, all custom-branded with the subscribing credit union's logo and deployable across websites, classrooms, social media, and branches.
• Junior Bundle Age-appropriate financial education content bundle featuring simplified concepts for elementary and middle school audiences, available alongside the core It's a Money Thing library for credit unions seeking to teach younger members.
• Golden Years Bundle Financial education content bundle focused on retirement planning, Medicare/Medicaid, estate planning, and other topics relevant to older adults preparing for or living in retirement.
• Spanish Bundle Spanish-language version of the It's a Money Thing financial education content library, providing Spanish-language videos, infographics, presentations, and accompanying materials for Spanish-speaking members.
• Spanish Junior Bundle Spanish-language version of the Junior Bundle, providing age-appropriate financial education content in Spanish for younger Spanish-speaking audiences of credit union members.
• Shorts Bundle Short-form video content bundle featuring condensed financial education videos designed for social media platforms such as TikTok, Instagram Reels, and YouTube Shorts, enabling credit unions to reach young adult members on social channels.

Quantifiable outcome

• 77% growth in youth demographic over one year (Red Canoe CU)
• +2 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Junior Achievement: Long-standing nonprofit delivering financial-literacy, work-readiness, and entrepreneurship education to K-12 students, often in partnership with credit unions and banks. Comparable on youth financial-education mission and credit-union partnership model.
• Ramsey Solutions: Large consumer-facing financial-education brand (Financial Peace University, Foundations in Personal Finance). Comparable on financial-literacy content topic coverage but addresses a much broader consumer audience rather than the B2B credit-union channel.
• Greenlight: Broader fintech focused on financial literacy for kids and families through a debit card and education app. Adjacent to It's a Money Thing on the financial-education-for-young-people axis but operates as a consumer fintech, not a B2B content subscription.

Direct peers

• SmartPath: Financial-wellness and education platform for credit unions, banks, and employers. Shares Currency Marketing's core positioning of 'financial education as a member/employee benefit' with comparable content library and white-label delivery.
• Zogo: Gamified financial-literacy app used by banks, credit unions, and universities to teach money concepts to young adults. Overlaps with It's a Money Thing on target demographic and financial-education delivery, though delivered as an interactive app rather than animated video.
• FoolProof: Provides financial-education content and tools explicitly designed for credit unions and schools. Competes head-to-head with It's a Money Thing in the credit-union vertical and shares the same white-label/curriculum model.
• Next Gen Personal Finance (NGPF): Provides free financial-education curriculum and content for US high schools, frequently partnered with credit unions. Directly comparable to Currency Marketing's It's a Money Thing in topic coverage (budgeting, credit, investing) and channel strategy, but distributed at no cost to schools.
• Banzai: Offers financial-literacy content, courses, and resources targeted at credit unions, banks, and schools. Closely matches Currency Marketing's customer base and use cases (classroom delivery, member education, youth engagement).
• Inceptia: Financial-education and default-prevention organization serving credit unions, schools, and borrowers. Comparable to Currency Marketing in serving the credit-union market with education-focused content and tools.

Regional players

• Money and Youth (Canadian Foundation for Economic Education): Canadian-focused financial-literacy resource provider producing curriculum and materials for Canadian schools and consumers. Regionally comparable to It's a Money Thing's Canadian footprint and shares the same youth/credit-union outreach angle.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/CurrencyUpdates
• Facebookfacebook.com/currencymarketing
• LinkedInlinkedin.com/company/currency-marketing

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Currency Marketing