New “Side Bank” marketing campaign from SF Fire Credit Union suggests opening your financial relationship to include SF Fire

In a new tongue-in-cheek commercial, SF Fire offers Bay Area residents some “unconventional” financial relationship advice

SAN FRANCISCO, CA (October 28, 2022) — Today, San Francisco Fire Credit Union (SF Fire) announced the launch of its “Side Bank” marketing campaign that encourages Bay Area residents to explore a credit union membership in addition to their main bank. The goal of this campaign is to give a nudge to those who are “credit union curious”.

“We want this unexpected campaign to make people laugh, but also think seriously about the benefits of a credit union,” said SF Fire CEO Kathy Duvall. “We know that 1 in 3 people are not familiar with Credit Unions, and only 1 in 5 know who SF Fire is. This campaign encourages Bay Area residents to get to know SF Fire and consider us for a better, more personalized banking experience we’re sure they’ll love.”
Officially launching on Nov. 1, SF Fire’s playful campaign dubs the term “Side Bank” as a progressive way to take advantage of credit union services, without the hassle of first leaving a bank or moving around accounts. By diversifying with an SF Fire credit union account, Bay Area residents have access to topnotch services, low fees and great rates – that they may just want to leave their big bank for.
“SF Fire’s motto is ‘Where members come first’ and we live that out every day with our intentional and attentive approach to our members and the services we offer,” said Duvall. “Once people try us, they usually stay.”
Credit unions are increasingly being preferred as an alternative to big, corporate banks. Every year, more Americans are moving to credit unions with membership reaching 131 million in 2021, with continued growth throughout the pandemic. Bay Area residents have plenty of choices when it comes to financial services, and SF Fire hopes this unique campaign will cut through the noise.
What makes SF Fire stand out?
  • Roots in community: SF Fire was created by firefighters to serve firefighters, and has been putting members first for 70 years. Today, profits go back to the community and SF Fire members.
  • High touch experience: SF Fire provides the same capabilities as a large corporate bank but with a hands-on, community approach.
  • Members have a say: SF Fire is run as a not-for-profit cooperative where the members own the credit union and their feedback is respected and valued.
  • They’re not for profit: SF Fire does not charge monthly fees on accounts and has no minimum balance requirements to open savings and checking accounts.
To view the full #SideBank commercial, visit this link. It will air in San Francisco, Marin and San Mateo counties beginning November 2022.

About San Francisco Fire Credit Union

San Francisco Fire Credit Union is a not-for-profit credit union owned by its members. As an open charter credit union, SF Fire Credit Union is open to anyone who lives, works, or attends school in San Francisco, San Mateo or Marin County. The credit union is committed to giving its members the financial tools they need to thrive. For more information, visit


Glenn Gortney
SF Fire Credit Union

Media Contact:
Anna DeMers, C+C

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