09/01/2026
Most bank and credit union marketing works hard to prove the institution is trustworthy. The stories that actually earn that trust tend to be about someone else entirely — the customer, and what they are trying to accomplish.
With the majority of Americans reporting financial anxiety, the emotional side of money decisions deserves more attention than a feature list can give it. Kristan Hill, HC3's Director of Marketing & Strategic Alliances, writes in Bank Business News about casting the customer as the hero of the story and the institution as the guide who helps them get there, including how to do it inside the compliance guardrails financial marketers work under.
Read the full article: https://hubs.ly/Q04v045l0