MADISON, Wis. – CUNA Mutual Group has launched what it is calling an “ambitious”  direct-to-consumer campaign aimed at raising awareness of the consumer brand “TruStage.”

The TruStage brand is already being offered to members of more than 4,000 credit unions, but marketing has been through the credit unions themselves.

The TruStage brand is initially built around the core product offerings aimed at consumer 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,” the company said. “TruStage enables CUNA Mutual Group to accelerate its penetration of the millions of credit union members who are under-insured or uninsured.”

CUNA Mutual cited data from LIMRA that found half of all American households say they need more life insurance and three-in-10 households are uninsured. The TruStage consumer brand debut follows two years of research focused on understanding credit union members’ behaviors and needs, according to CUNA Mutual.

CUNA Mutual said TruStage will reach consumers via 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, it said.

While the emphasis is on addressing an area of significant need for members, CUNA Mutual said TruStage also will add to credit unions’ bottom lines through non-interest income. Today, CUNA Mutual Group says it 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.

CUNA Mutual Group is taking the TruStage message to credit union members through a variety of media, including direct mail, e-mail, 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, CUNA Mutual said.


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