Navigant Credit Union
People like their money. They should like their financial partner as much.
Weird fact: people stay in a relationship with their financial institutions longer than they do with their spouse—twice as long, in fact.
Banks know this: if they can catch you, they keep you. It’s the magic behind their margin. This also explains why their customers tend to be dissatisfied: a dollar spent keeping a current customer happy doesn’t have as high a return as a dollar spent winning a new customer.
Challenge
Standing out in a category where customers stay long-term but feel underserved, while driving growth in lending and ownership in a competitive financial market.
Strategy
Develop a locally grounded, omnichannel strategy that emphasized community connection and ownership using audience-based digital targeting and channel-specific creative to meet prospects at different financial life stages.