In relaunching the Wings brand, we empowered people aged 18-27 to expect more from their primary financial institution. At a bank, customers are treated as such, but at Wings, members are treated as owners.

 

Adult Gen Z lacked education on the difference between Wings Credit Union and traditional banks. At a bank, profits go to shareholders, while at Wings, profits are reinvested in the financial health and experience of its member-owners.

 

The Own It campaign drew on real-life examples of empowerment and identity ownership, challenging people to expect the same from their financial institution. The launch year witnessed unprecedented growth in membership, along with substantial increases in total loans and savings.