RICHMOND, Va.-Entrust Financial CU has introduced a "Banking With a Higher Purpose" campaign over local TV and radio to emphasize a personal touch that will provide all new accountholders with their own member service rep for the first 90 days.

Under the initiative all new members will be assigned their own personal banker-a privilege usually reserved for wealthy bank customers-in order to walk them through the establishment of their credit union relationship, helping to make transferring accounts easier and allowing their personal rep to look for ways to help new members save money.

Beginning last week and through the end of October, the $70-million credit union, which serves the area's Christian-based organizations, will be airing its "Higher Purpose" commercials on Fox News and the FoodNetwork, on Christian radio's Positive Hits PER 90.5 FM, and on social media through Facebook and Twitter.

The commercials can be viewed at entrustfcu.org/higherpurpose.

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