Case Study: Affinity Plus Federal Credit Union achieves record membership growth with Haberman

Affinity Plus Federal Credit Union drives highest membership growth in 10 years with Haberman

Affinity Plus Federal Credit Union, a credit union, faced the challenge of being poorly understood by people under 45, which hindered its growth. To attract younger generations, they partnered with the marketing agency Haberman. The key challenge was to connect during major life moments when young adults seek new financial relationships.

Haberman developed the "Life Math" campaign, focusing on empathetic storytelling around financial challenges like buying a car or home. This strategy highlighted the credit union's personalized service and mission. The results included the highest membership growth in 10 years, with outsized growth from younger and more diverse audiences. The campaign also generated over 5 billion PR impressions and sustained high member satisfaction scores.

Affinity Plus Federal Credit Union