Affinity Plus Federal Credit Union had never done any marketing like its “Life Math” multi-year campaign before. But the Minnesota credit union needed to grow after giving up millions in income by cutting its fees. And it had a story to tell.

Haberman developed “Life Math” to resonate with Millennials and Gen. Z — segments that are experiencing major life stage changes and represent growth opportunity —  by taking a “storytelling” approach that emphasizes how Affinity Plus is focused on helping people with their financial challenges. 

The result? Affinity Plus grew more in 2022 than in any of the previous 10 years, with its priority markets reporting up to 75% higher penetration rates.

Read the full Financial Brand article here.