We set out to change how people prepare for retirement. We partnered with professors from leading universities to create The Challenge Lab, a destination where people can understand their behavioral challenges and learn how to overcome them. Through videos, experiments, expert articles and over 60 interactive pieces, the site breaks down five key challenges. It explains the science behind why we crave instant gratification. Why we put things off. Why we follow the herd. Why we misjudge risk. And what it means that we’re living longer.

The Challenge Lab is a place where people who may not know anything about finance can understand something even more important: themselves.

In the month since launch, there has been a 141% increase in social mentions about Prudential and The Challenge Lab campaign, resulting in 2.4 million earned impressions on Twitter alone – a 1000% increase from the month before launch. In a recent article, Andrew Aziz, Director of Financial Engineering & Research at IBM Risk Analytics had this to say about the campaign, "Prudential has demonstrated an effective ability to articulate a complex concept and make it understandable so that the average investor gains insight."

The campaign began with a live social experiment conducted in Austin, Texas where hundreds of participants placed a sticker on an 1100 square foot wall next to the age of the oldest person they’ve known. We then launched Prudential’s first Facebook page with a digital version of our massive wall, so that people can participate with the experiment online. From there we launched The Challenge Lab – a place dedicated to teaching and learning about our brain and the behaviors that lead us to make the decisions we make. From procrastination to perception vs. reality, The Challenge Lab uncovers why behaviors get the best of us, how they affect our finances and how we can ultimately overcome them.