Navigant Credit UnionYou Deserve Better
Grow Navigant’s membership by stealing share from banks.
ChallengeStrategyEven though most people hate their banks, they don’t leave them.
ResultsBrand consideration 2.3x higher than average
People stay with their banks longer than they stay with their spouses.
On average, a person’s relationship with their bank lasts 17 years.
The average marriage?
Eight.
This kind of loyalty might sound admirable—until you realize just how miserable those 17 years actually are.
Banks routinely bury customers in unreadable fine print. They withhold funds without warning. They close accounts without explanation. And they hit people with hidden fees—often when they can least afford it. They get away with it because they know that 17-year stat, too. They know you’re not going anywhere, no matter how badly they treat you.
Navigant doesn’t treat its members this way. But we knew downtrodden bank customers needed more than just a better option—they needed a push to break free.
So we gave it to them. Using good-natured humor, we exposed these unhealthy banking relationships, acknowledged the difficulty of change, and positioned Navigant as the smarter, healthier alternative.