When WSFS Bank launched a new Certificate of Deposit offering, the challenge was not the product but the mindset. Traditional savings messages often feel passive, and WSFS wanted to cut through familiar financial language to inspire action.
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PINE partnered with WSFS to reframe how the value of CDs was communicated. By uncovering a key audience insight that saving feels like work while earning feels like progress, we introduced a clear and motivating idea: Saving is Good. Earning is Better. The message positioned CDs as a smarter, more positive long-term move, using language that felt direct, optimistic, and empowering across direct mail and email.
The result: customer perception shifted from passive saving to active earning. Engagement increased, the idea became a lasting platform used for more than four years, and WSFS established a clear, trusted narrative that continues to shape how it communicates financial value.