How a multi-channel launch brought embedded protection to life
By partnering closely with Wysh, Security Federal introduced Life Benefit through a coordinated campaign spanning branch, digital, outdoor, and staff training—ensuring clarity from day one.
Key Business Outcomes
- Security Federal wanted to introduce a differentiated savings benefit without confusing customers or staff.
- Life Benefit was launched as a built-in banking benefit, supported by coordinated marketing and internal enablement.
- Customers encountered consistent messaging across signage, digital channels, billboards, radio, and social.
- In embedded finance, disciplined rollout strategy is critical to long-term adoption.
The Challenge
Security Federal set out to launch a new savings product that included embedded life insurance—an unfamiliar concept for many customers.
Leadership understood that product alone would not drive success. Without coordinated communication and staff confidence, even a strong benefit could create hesitation. The bank needed a structured rollout that ensured customers understood the value immediately and employees felt prepared to explain it clearly.
The objective was simple: eliminate friction before it began.
The Solution
Wysh partnered closely with Security Federal to design and execute a fully integrated launch campaign.
The rollout extended beyond a single announcement. It included:
- Front door signage and drive-through displays
- Teller handout cards with QR tracking
- Lobby TV loops and digital billboards
- Website hero placement and savings page integration
- Email, blog, and social media campaigns
- 15 and 30-second radio spots
- Staff Q&A documents, scripts, and formal training sessions
Every touchpoint reinforced the same narrative:
Save more. Protect more. Banking that protects you.
Internal readiness preceded external promotion. Staff training was completed before launch, ensuring consistent customer conversations from the first day forward.
The Results
The result was a launch that felt coordinated rather than improvised.
Customers encountered Life Benefit consistently—whether walking into a branch, seeing a billboard, hearing a radio spot, browsing the website, or speaking with a teller. Staff were aligned on messaging, confident in delivery, and supported with structured materials.
While other case studies highlight deposit metrics, SecFed’s story demonstrates something equally important: a disciplined, omnichannel launch creates the conditions for adoption and long-term success.
Embedded protection doesn’t just require product integration—it requires execution alignment.
*Based on Wysh and Security Federal campaign materials and launch execution.
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What could a fully coordinated launch look like for your bank?
