A year after launching its HUSTL digital banking brand, the Arizona-based credit union has revamped its approach.
Sixteen months ago, Vantage West Credit Union ($3.2B, Tucson, AZ) launched a digital-only brand aimed at tech freelancers and gig workers. It has since pivoted its approach to widen its reach and broaden its services.
The Arizona-based cooperative debuted HUSTL last year as a digital-only credit union. Other credit unions have launched similar virtual brands, including Dora from U.S. Alliance FCU and other partners, Coloramo’s Real One, and Michigan State University FCU’s Alumnifi. Similar to a field of membership, each brand has a specific target audience. Vantage West realized early on that if it wanted to grow the brand, it was going to have to hustle.
“Pretty early on we realized we needed to cast a wider net,” says Kelly Mobley, vice president of digital and payments…