Transforming banking from obligation to opportunity.
Millennials had serious FOMO on the stability and prosperity enjoyed by previous generations. So, to connect, we repositioned Wings Financial Credit Union from a transaction based institution to a means of embracing the opportunities that matter.
Increase in Y1 Deposit Goals
Above Y1 Loan Production Targets
Above New Membership Y1 Goal
The Challenge
Despite being one of the fastest-growing financial institutions in the nation, Wings was still known as the credit union of airline employees. The challenge was dual: overcome persistent misconceptions about eligibility while simultaneously positioning Wings as a sophisticated, convenient alternative to big banks for millennials and changing the view of banking as a path to opportunity rather than a necessary evil.
The Enemy—Fear of Missing Out (FOMO)
Millennials have watched previous generations achieve homeownership, build investment portfolios and enjoy life's extras with ease, while they faced mounting student debt, rising housing costs and stagnant wages. Had they "missed the boat" on financial security?
Waiting for someday means not living in the now
By reframing financial services as enablers of present opportunities rather than distant dreams, we shifted the narrative from delayed gratification to present empowerment.
