DENVER, CO (February 4, 2020) — As a part of their commitment to provide transparency and a shoulder-to-shoulder experience for their members, Canvas Credit Union has launched their B.S. Free™ campaign reminding Coloradoans that they eliminate financial jargon from all member interactions. The campaign stems from research and survey findings conducted by Canvas’ partner, Filene Research Institute. Both existing and potential members expressed they wanted a financial institution that uses simple, clear language when discussing finances.
Banks and credit unions alike have historically used language that can make understanding financial options confusing. Frequently used industry jargon and acronyms can result in unclear and unsuccessful efforts to bring financial wellbeing and confidence to their communities. Changing this paradigm is one part of Canvas Credit Union’s commitment to transform financial services.
“Our mission at Canvas is to help Coloradans afford life by standing shoulder-to-shoulder with our members through their financial journeys,” said Tansley Stearns, Chief People and Strategy Officer at Canvas. “This means we’re going to give it to you straight- no confusing industry terms, no hidden costs or fees, and, most importantly, we truly listen to our members’ unique stories, and won’t try to offer you anything you don’t need.”
On February 2, 2020 Canvas launched their B.S. Free Campaign during Sunday’s big game. The B.S. Free commercial, written and produced completely by Canvas’ in-house marketing agency, features Canvas family members (employees) as actors and reminds Coloradoans of Canvas Credit Union’s commitment to serve the community with a wholehearted and delightfully off-beat approach.
Removing financial jargon from the Canvas experience has been an ongoing initiative since the credit union’s rebrand that took place in September 2018. It is a commitment to ensure that every branch in Colorado, as well as all member resources and communication, are easily comprehendible by eliminating confusing industry-specific acronyms and jargon. The “Bank Slang” is being removed from the organization’s language, and will only be used when properly defined and explained. To keep the credit union honest, Canvas has called upon their members to help in the search-and-destroy efforts, and report any B.S. they see at Canvas.
“At Canvas, we’re committed to being B.S. Free, and making your finances easier to understand,” said Stearns. “Being approachable and understandable is a part of our brand DNA, because it’s what people said matters. We heard Coloradoans loud and clear, and are taking action to make their financial lives easier so they can Go Live.”
To learn more about what B.S. Free means and how Canvas is transforming financial services, visit www.canvas.org/bsfree.
Canvas Credit Union is a safe and insured financial institution with over $4.5 billion in assets and more than 297,000 members. Canvas provides a full array of financial products and services, including savings, checking, loans, mortgages, and online and mobile banking options. Serving Colorado communities for more than 85 years, Canvas currently has 35 branches and is well recognized for its people, its heart, and its commitment to community.
Andy Boian
dovetail solutions for Canvas Credit Union
415.404.2539
aboian@dovetailsolutions.com
