The innovative student lending firm College Ave Student Loans, selected Props to create, publish and promote authentic content made by independent content creators matched with College Ave through Props' AI-based content marketing platform. Props publishes authentic content directly from brand's websites, made by professional writers and photographers with expertise in their field of passion. To appeal to College Ave's unique audience of parents of high school seniors, Props generates authentic stories about the college application process, financing college, the first year in school and the transition many parents go through as their children leave home. Working closely with the College Ave marketing team, Props manages all aspects of the content marketing process - from creator selection and matching, content creation, promotion and optimization.