Former pro basketball player Baron Davis and Peek.com CEO Ruzwana Bashir will serve as Personal Capital’s first “Financial Heroes” to raise awareness around the importance of financial tools and financial literacy for everyone.

REDWOOD SHORES, Calif., Sept. 29, 2020 /PRNewswire/ — Personal Capital, an Empower Company, a remote-first, industry-leading digital wealth manager, unveiled today it’s “Financial Heroes” campaign in an effort to promote financial literacy and financial empowerment. The campaign will coincide with National Financial Planning Month in October to bring awareness to the importance of having a solid financial plan and access to resources, especially in times of crisis. 

Baron Davis is partnering with Personal Capital's "Financial Heroes" campaign to drive awareness around financial literacy.
Baron Davis is partnering with Personal Capital’s “Financial Heroes” campaign to drive awareness around financial literacy.

The company announced strategic partnerships with 2x Pro Basketball All-Star Baron Davis and CEO of travel experiences company Peek.com, Ruzwana Bashir. The pair will be the new faces of the integrated campaign which will include print and online advertising, content and virtual events.

“To partner with Davis and Bashir was an easy decision,” said Porter Gale, Chief Marketing Officer at Personal Capital. “Money continues to be a taboo subject, and through the platforms of Davis and Bashir, and their passion for raising awareness around financial literacy, we can spark a conversation that encourages more people to find financial empowerment.”

After a 17-year career as a professional basketball player, Davis is now on a path defined by entrepreneurship, investing, philanthropy, and activism. The founder of several companies, including Sports Lifestyle in Culture (SLIC), The Black Santa Company, Business Inside the Game (BIG) and No Label, Davis will use his passion and influence to be a voice for financial literacy. 

“The whole subject of money should be simplified,” said Davis. “When you look at traditional financial literacy, people think that it comes in

The self-styled mogul has gotten away with a minuscule tax burden by reporting himself to the Internal Revenue Service as a major loser for the better part of two decades. He paid $750 in income taxes in 2016 and 2017 and nothing in 10 of the previous 15 years, according to a blockbuster New York Times story. 

With 36 days until the election, the revelations already are reverberating through the presidential campaign.

The paper’s Russ Buettner, Susanne Craig, and Mike McIntyre got hold of closely guarded tax return information for Trump and his companies dating back more than two decades. They reveal while the president’s business empire has taken in hundreds of millions of dollars a year, it also “racks up chronic losses that he aggressively employs to avoid paying taxes.”

The first revelations from the trove — the Times teased more is coming in the weeks ahead — threaten to tear a fresh hole in the public persona Trump has built on his claims of business success. Indeed, according to the report, the president’s personal finances remain under heavy strain. More than $300 million in loans, “obligations for which he is personally responsible,” are coming due in the next four years. And a judgment pending from the IRS on the legitimacy of an old tax refund could cost him $100 million.

“Ultimately, Mr. Trump has been more successful playing a business mogul than being one in real life,” the Times reporters conclude.

Trump denies the report, but it is already breaking through in the campaign and beyond.

The president dismissed the story as “fake news” at a White House news conference Sunday. “Actually, I paid tax,” the president said, claiming, as he has since his 2016 campaign, that he will release tax returns proving it once the