Financial PR Case Study: Museum of American Finance | Vested
The Museum of American Finance

Strengthening relationships with Wall Street


The Museum of American Finance (MOAF) is the nation’s only museum dedicated to finance. Traditionally, its programming catered to finance aficionados, schools, tourists and history buffs, and fostered a robust community of patrons and supporters around the world who are fascinated with the story of Wall Street. However, the Museum wanted to build deeper relationships with arguably its most important constituency: the financial services industry. The museum approached Vested to help strengthen its connections with Wall Street through its unique understanding and relationships in the space.


Vested is a highly networked firm that doesn’t just execute campaigns on behalf of CMOs and CCOs, but works to build a real community within the financial industry. Because of this, the solution to MOAF’s issue came naturally: leverage our existing network on an individual and institutional level to forge a connection on behalf of the museum. From here, the Museum’s Communications Advisory Board was born.

The board is made up of CMOs and CCOs from the most important financial institutions in the nation, including AIG, Bank of America, Bloomberg, Broadridge, Citi, Fitch Group, Goldman Sachs, Moody’s, Mastercard, Morgan Stanley, Protiviti, and more. These c-suite players leverage their skills to help the museum market itself, leaning on their experience in the industry; as well as socializing and networking the museum inside their respective organizations. 

Mockups of the Museum of American Finance coverage shown on a MacBook and mobile device.


The Communications Advisory Board has helped raise over $300,000 for the museum from among their member firms. In addition, it has ideated and funded a number of groundbreaking events.

The launch of the Why Wall Street Matters CEO interview series and the CTO ‘Disrupting Wall St’ series also originated with the Board and were syndicated on Cheddar TV. 

Over 5 years later the Communications Advisory Board continues to meet quarterly and shape the marketing direction of the Museum. With Covid forcing all organizations remote the Board has proved more valuable than ever. 

“Through gathering and tapping into the diverse and innovative minds on the board, Vested has helped to accelerate the Museum’s digital programming to reach and engage an even broader audience.” – Esther Veenhuizen | Director, Marketing – Protiviti

“Vested has been instrumental in getting top-tier media coverage for the Museum of American Finance and organizing the work of its Communications Executive Advisory Board. Things would not move without the Vested team’s hard work.” – Matthew Sheahan | Corporate Communications – NASDAQ

“Thank you to David, Dan and the volunteer team at Vested for their tireless efforts to elevate MOAF’s profile while improving the understanding of financial institutions and capital on global economies and on people’s lives.” – Joseph Cohen | CMO – Axis Capital

“Dan, David and the Vested team have done an excellent job in promoting the MOAF. The creativity, teamwork / coordination with the Advisory Board and execution has been outstanding. Their expertise and experience has been key in building the MOAF brand; through fundraising. excellent events and generating media exposure using state-of-the art external communications tools and channels.” – Emil Janssens – Head of Marketing & Communications – Allianz Global Corporate & Specialty