Amid economic uncertainty and heightened competition for primary checking relationships, UCCU recognized the need to reimagine its premier checking product to better serve members and stand out in the marketplace. The objective was to replace UCCU’s premiere checking account (“Prime Checking”) with a best-in-class checking account offering with meaningful benefits, simplified qualification, and immediate value, especially for younger college age consumers.
UCCU formed a checking committee with a clear mandate to remove barriers, maximize benefits, and design an account where the fee can be be easily waived; this is referred to as relationship banking. On February 1, 2024, UCCU launched Elevated Checking, supported by a fully integrated campaign featuring Utah Jazz center Walker Kessler to visually and emotionally reinforce the concept of “elevated” value and a corporate wide focus of nearly 600 employees focused on unlocking the amazing benefits for existing and new members.
The campaign spanned print, digital, branch, and organizational channels. The most important element of the launch was to make upgrading to UCCU Elevated Checking easy, with a click of a button. This required cooperation from five businesses to create a seamless onboarding with instant access to the elevated benefits. The strategy transformed checking from a utility product into a growth engine, driving adoption, engagement, and long-term member value.
UCCU competes in a highly-competitive market where national banks, regional institutions, fintechs, and some of the best credit unions in the nation aggressively pursue checking relationships through high yields, promotional incentives, and complex qualification structures. Research revealed growing frustration with confusing requirements, hidden thresholds, and delayed benefits, especially among younger audiences.
To address this and stand out as the best product in our market, UCCU conducted extensive research, including member and employee surveys and non-member focus groups facilitated by Lighthouse Research & Development®. Competitive analysis showed that many institutions required higher deposits, more transactions, or larger balances to qualify for premium benefits.
UCCU also formed a Gen Z advisory board comprised of vibrant individuals to evaluate and provide direction. We met for months to discuss how Gen Z would view the product.
UCCU designed Elevated Checking as a “best in class” product—offering superior benefits with fewer, simpler qualifications, paired with technology for easy account opening or upgrades. This created a strong competitive advantage by aligning product design, user experience, and marketing into a cohesive, member-first solution.
The Elevated Checking campaign proved that meaningful growth happens when product design, research, and marketing work together. By listening to members, employees, and non-members, UCCU created a checking account that removed complexity and delivered immediate value. Partnering with Utah Jazz center Walker Kessler brought the concept of “elevated” benefits to life, while a fully integrated campaign ensured clarity and consistency across every channel. Younger consumers responded to simplicity, transparency, and authenticity, supported by seamless technology and relatable storytelling. The campaign exceeded expectations, driving a 561.8% increase over UCCU’s previous premier checking product and opening 5,009 new Gen Z accounts in its first year and 30,000 accounts across all demographics, reinforcing Elevated Checking as both a growth driver and a long-term relationship builder.