Mountain America Credit Union

Mountain America strives to continuously improve our financial products and services while providing maximum value and savings to more than 1.1 million members. In 2022, we reassessed the needs of our membership while factoring in the evolution of consumer behavior due to the pandemic and economic uncertainty. We recognized an opportunity to help our members with these challenges by adding six new benefits to our MyStyle CheckingSM account:

• Mobile phone protection
• Telehealth services
• Entertainment savings and discounts
• Identity protection services
• Identity monitoring services
• Dark web monitoring

What makes our new MyStyle Checking benefits launch cutting edge was the strategy we used to promote the new product offering. We saw how competing credit unions had launched similar products with poor press and upset members. While focusing on the benefits the updates provided our members, we also wanted to be more forward thinking and have an engaging campaign. As a result, we worked with our sponsorship team to utilize Name, Image Likeness (NIL) deals.

Our target audience included members and potential members in Utah. Our main audience breakdown is:
• Women (ages 25–50)
• Men (ages 18–65)
• Young adults (ages 18–26)

We attracted these audiences using Name, Image Likeness (NIL) deals with college athletes at The University of Utah and BYU.