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Case study · Product Marketing · Integrated Campaign

From checking account to financial progress.

Repositioning Oriental's fee-free account and building the tier that made it worth a paycheck.

Client: Oriental Bank, via Yonder Consulting
My role: Strategy lead
Year: 2025
Scope: Audience strategy, offer framing, value proposition, packaging and tier structure, messaging, creative brief

The challenge

Libre’s fee-free promise gave customers relief, but little reason to make it their main account. Oriental needed the account that receives the paycheck.

The shift

I reframed Libre around what it enables: financial progress. Libre became the gateway; Libre Plus became the accelerator, unlocking benefits through a savings account and qualifying direct deposit rather than a balance threshold.

The ladder

Libre is the gateway. Libre Plus is the accelerator, unlocked by a savings account and qualifying direct deposit.

Fig. 02 Original scope · The ladder

Product ladder slide showing Libre and Libre Plus tiers and how Libre Plus unlocks

My role

As strategy lead, I owned audience strategy, offer framing, value proposition, packaging and tier structure, messaging, and the creative brief. “The account that works for you” connected that proposition to the effort customers already put into their working lives.

Campaign rollout across channels for Libre and Libre Plus — Fig. 03Original scope · Rollout

The result

During the 2025 program window, Libre generated more than $20M in net-new retail deposits and roughly $70M in total production, with average balances near $1,000.

Campaign idea