The Red Consultancy has been drafted in for a 12-month campaign that will see it target ‘the man on the street'.
Key to the brief is encouraging people to use The Motley Fool as their main point of reference for personal finance matters.
‘Red will take our message to consumers, whether they are financially savvy or simply want a clear understanding of money management,' said the website's PR manager, Sonia Rehill.
The consumer comms brief is understood to be worth just over £100,000 a year, although The Motley Fool has a payment-by-results policy for its marcoms agencies
Red triumphed after a four-way shootout between Lansons Communications, Citigate Dewe Rogerson and Polehill Communications.