Those ‘hard to reach millennials’ may be slightly easier to reach for one Canadian mortgage lender as it launches a new platform with an edgy publisher.

Bank of Montreal and Vice Media are targeting 15-34 year olds with Vice Money, an online platform produced in Toronto, which will focus on banking and financial advice with content and advertising exclusively from BMO.

The partnership should be a win-win with the lender gaining new exposure to a younger demographic and the publisher expanding its content into wider areas.
 

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