BlueShore Financial: The journey to build a high performance premium financial brand

In 2004, Vancouver-based North Shore Credit Union was a small $440M Canadian financial institution that “had lost its way,” according to President and CEO Chris Catliff. “We had no differentiated brand, and the credit union was floundering,” he says, looking back.

Fast forward 15 years later and the brand transformation impacts are industry-leading results and game changing innovation. The rebranded BlueShore Financial has evolved into a market-leading premium brand with $6.5 billion in assets under management (all organic growth). BlueShore is ranked one of Canada’s “10 Most Admired Corporate Cultures,” and has been honored frequently as one of the most innovative financial institutions in North America.

But the journey to a premium financial brand delivering world-class financial wellness and category-leading Financial Spa™ experiences is far from simple. It’s a story marked by courage, continuous innovation, and risk-taking to transform an organization, its culture, and market reputation – that’s worth learning from.

 

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