CUNA Mutual Group Launches TruStageTM National Consumer Brand for Credit Unions to Capture Growing Number of Members in Need of Insurance

MADISON, Wis.– In a milestone effort aimed at helping credit unions reach more of their rapidly growing membership, CUNA Mutual Group has launched the most extensive direct-to-consumer campaign in its nearly 80-year history.  The TruStageTM consumer brand debut follows nearly two years of research focused on understanding credit union members’ behaviors and needs.

TruStage will reach the credit union member through a more engaging marketing experience, including a new web site co-branded with credit unions at The web connection is one component of a long-term CUNA Mutual Group strategy to help credit unions deepen member relationships and grow non-interest income by providing much needed member insurance and investment products.

CUNA Mutual Group began selling insurance and financial services to credit union members almost 30 years ago through direct mail marketing. Today, in partnership with credit unions, the company protects nearly 14 million members. With credit union membership at 95 million and growing – the company recognized the opportunity to do even more.

“Credit union pioneers who founded CUNA Mutual Group believed insurance was as important to the credit union movement as savings and credit. With more and more consumers turning to credit unions, that premise remains true today,” said Bob Trunzo, President, CUNA Mutual Group Insurance & Financial Services. “We are firmly committed to protecting and serving more members. The creation of a powerful, new insurance brand designed especially for members is essential in demonstrating to consumers the benefits of credit union-endorsed insurance coverage.”

The company will continue to invest in the brand, technology, and new products in its efforts to help credit unions grow income and serve more members. One year ago, the company hired Susan Sachatello as the senior executive to lead its direct-to- consumer business.  “CUNA Mutual Group is partnering with credit unions to bring them a brand and a member experience they can be proud of – one that will ultimately benefit credit unions and protect what matters most to members and their families,” Sachatello said.

The TruStage brand will initially include the core product offering most critical to the consumer’s protection needs – Life Insurance, Accidental Death & Dismemberment, Annuities and Auto and Home insurance. TruStage will enhance its product and service offerings as member needs continue to evolve. TruStage enables CUNA Mutual Group to accelerate its penetration of the millions of credit union members who are under-insured or uninsured. According to LIMRA, half of all American households say they need more life insurance and three in 10 households are uninsured (35 million).

While the emphasis is on addressing an area of significant need for members, TruStage will also add to credit unions’ bottom lines through non-interest income. Today, CUNA Mutual Group contributes approximately $280 million in non-interest income to credit unions annually. Through the TruStage brand, the company expects to increase non-interest income for partner credit unions by an additional $30 million within four years.

More than 4,000 credit unions are already offering the TruStage brand to their members, Commonwealth Credit Union,Frankfort,Ky., is one of them. Andrea Hayes, marketing director, said the new marketing materials relate to the younger demographic target Commonwealth is hoping to hit. “We are trying to make everything alive and fresh and TruStage fits in beautifully.”

CUNA Mutual Group is taking the TruStage message to credit union members through a variety of media including direct mail, email, digital media and print materials for branch marketing driving these consumers to the web, the call center, or a registered agent.  The goal is to engage the millions of members needing insurance through the media and the channels they prefer.

Sachatello added, “As trusted partners, credit unions can make life-changing differences to their members simply by making the right insurance protection available. TruStage will provide a seamless sales and customer service experience regardless of channel the member prefers. ”

To find out more information about TruStage and everything it offers, take a test drive at

CUNA Mutual Group insurance, retirement and investment products provide financial security and protection to credit unions and their members worldwide. With more than 75 years of true market commitment, CUNA Mutual Group’s vision is unwavering: To be a trusted business partner who delivers service excellence through customer-focused products and market-driven insight. More information on the company is available on the company’s website at

CUNA Mutual Group is the marketing name for CUNA Mutual Holding Company, a mutual insurance holding company, its subsidiaries and affiliates. Life, accident, health and annuity insurance products are issued by CMFG Life Insurance Company. Property and casualty insurance products are issued by CUMIS Insurance Society, Inc. Each insurer is solely responsible for the financial obligations under the policies and contracts it issues. Corporate headquarters are located in Madison, Wis.

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