While I have taken banks and credit unions to task for basically ignoring the December holiday period, the real missed opportunity is not Christmas, but New Years. The annual calendar reboot is the time when people are most likely to be thinking about their long-term finances.
Three years ago, I found only one example of a new year’s message among the largest 80 banks and credit unions. This year I looked at a few dozen websites more or less at random and again found just a single “look at your finances” message. Webster Bank not only had a page-dominating “financial checkup” spot, but also incorporated the message into their main pull-down (mouseover) “Bank” navigation (see first screenshot below).
The promotion is designed to get Webster customers into the branch, or on the phone, for a “financial checkup.” The service appears to be free of charge, although the bank doesn’t reveal specifics. Customers are asked to complete a contact-me form (see second screenshot below) with just a single qualifying question, whether the appointment is to chat about business or personal finances.
While Webster was the only FI playing the “new year resolution” card, South Florida Federal Credit Union gets an honorable mention for its timely Happy New Year graphic, one of four rotating promotions running at year-end (see last screenshot below and inset above).
Webster Bank homepage (31 Dec 2015)
Note: The pull-down menus shown here also carries a similar message
Webster “Fresh Look” landing page (link)
South Florida FCU homepage (31 Dec 2015)