Reddit is an ideal spot when it comes to question-and-answer sessions with superstars, as well as discussing a number of topics ranging from news to relationship advice and even, in some circles, adult content. However, one market that it hasn’t really tapped yet revolves around financial advice, because, well, it’s Reddit.

However, Transamerica believes that there’s a market for offering help with the community on the site, and it has recently taken up logging into the site and offering to assist those in need of personal financial advice, as well as explaining how well it works.

“Personal finance can be overwhelming, especially when it’s thrust into your life and you’re not adequately prepared to deal with it,” says the company’s recent promoted post.

“What we’re really trying to work on doing is kind of filling in all the gaps,” said Allan Gungormez, director of social media strategy for Transamerica. “And at the end of the day, we obviously hope you end up picking Transamerica. But if you are at least able to walk away and make a better, informed decision, that’s really the win, because financial literacy is so low across the board.”

The post, which went up a couple of weeks ago, asked users to submit their most puzzling personal finance questions. “Redditors love Reddit, they’re always on Reddit. So if your brand can understand how to talk to them on that platform, it’s an absolute success,” Gungormez continued. “We want to go towards that captive audience and just kind of have them be a mini-focus group in terms of what they wanna know about financial terms and how we can help.”

Many queries have been posted, ranging in tops from mutual funds to 401k. While there are a fair amount of “trolls” posting fake content, many of the users are quite serious. “You wouldn’t expect a conservative financial services company to use Reddit as a tool of engagement,” said Mike Cole, sales director of brand strategy at Reddit. “But there is no better platform out there for genuine human exchange, and Transamerica is at the forefront of building their brand by engaging in such an exchange.”

Source: Digiday