Quebecor Media has launched a new digital brand under its Journal de Montreal publishing banner, pairing with Sun Life Financial to do so.

Porte-monnaie (French for “wallet”) is a millennial-targeted digital news source, posting text and video content focused on personal finance.

While Porte-monnaie is officially a Quebecor brand, its existence was made possible through a partnership with Sun Life Financial, which the media company sought out through its media agency, PHD, in order to form a partnership.

The site’s content will focus on investing, saving money, career advice, entrepreneurship and more. Sun Life will have a permanent ad presence on Porte-monnaie with banner and display ads, as well as an acknowledgement of the sponsorship on the site’s logo. It will also sponsor more than 40 original content initiatives and 20 written and video reports for the site.

The media company plans to sell ad opportunities to brands beyond its launch sponsor.

Sun Life has been working to engage with millennials through products such as Sun Life Go, launched last year to allow people to buy insurance through a mobile app. But Brigitte Dagnault, VP of marketing and communications for Sun Life Financial Quebec, said Porte-monnaie is by far the broadest such overture. Grabbing the millennial demo is key, said Dagnault, citing a Sun Life statistic that 87% of Canadians say they regret not making better financial decisions when they were younger.

Other banks are also actively pursuing the millennial demo. Last year BMO, for example, paired with millennial-focused media company Vice on Vice Money, which has reached more than 4.6 million viewers since its launch.