Traditional banks are well understood, but come with an impersonal one-size-fits-all approach. Credit unions like Affinity Plus are poorly understood – especially by anyone under 45 – but come with more customized personal service and a unique not-for-profit mission orientation. We went deep into the financial challenges unique to that younger audience, like buying a car, financing a home, or starting a family. Those happen to be the key moments when people shop around for financial help, and are open to a new banking relationship. The empathy, mission orientation and modern sensibilities built into our Life Math campaign have generated multi-year member growth and built a brand foundation that shows the power of great marketing to grow a financial services business.