OneMain Financial
The CEO of OneMain Financial was on a mission to build a new kind of financial institution, one that elevates the lives of underserved customers while creating a powerful national banking franchise.
Millions of low-income Americans lack access to credit. OneMain Financial was established to provide this access, by offering personal loans and insurance products to “non-prime” consumers. With more than 1,400 branches in 44 states, OneMain’s executives wanted to build on its leadership position and reputation in this fast-growing segment of the financial services sector by forging deeper, more enduring connections with the people it served.
A deep immersion in OneMain’s customer base revealed an important truth: people without easy access to credit were often confused by the financial services industry and unsure how to navigate the complex process of applying for a loan, opening a banking account or acquiring insurance.
The new OneMain brand was developed to alleviate this anxiety by demonstrating that the company is more than a lender; it is a partner, a source of comfort and a provider of confidence. The brand strategy is summarized in a powerful core message: “Breathe easier today. Build confidence for tomorrow.”
Supporting the brand strategy are three new customer experience principles: empathy, ease and encouragement. These were most powerfully reflected in a new credit card—one important way to demonstrate the bank’s commitment to the well-being of its customers while building a significant new source of revenue. The card’s name, BrightWay, suggests optimism and a path forward, connecting directly to the customer’s deep-seated desire to improve their lives.
The new brand and card, launched along with myriad products and services, delivers an experience that offers far more than a financial lifeline—it promises dignity and overall well-being.
Thanks to DB’s brilliant work, we’re ready to launch our first credit card—empowered by an exciting brand that’s true to our vision.
