FWI launches new brand

Association returns to its 86-year legacy as leaders in banking

Financial Women International, the longest-standing association devoted to the advancement of women in the financial services industry, is celebrating its 86th anniversary with a new brand. 

 The brand campaign, launched in cooperation with a marketing and membership campaign, features the unveiling of a new logo, website, mission statement, and marketing collateral to showcase FWI’s heritage and progression.

 “Since 1921, Financial Women International has had a legacy of achievement and success in the financial services industry,” stated Nancy Kinder, president.

 “While the values and purpose of our organization have remained the same, the needs and interests of our members and the dynamics of the financial services industry have changed. We are updating our image to meet the needs of our membership while preserving our heritage and legacy.”

FWI was founded as the National Association of Bank Women. In the late 1980s, the association changed its name to FWI.  FWI’s new brand embraces the association’s legacy in the banking industry and introduces the tagline: Leaders in Banking. “We are introducing the tagline ‘Leaders in Banking’ to celebrate the fact that 68% of our membership is comprised of women in banking,” Kinder explained.

FWI will now stand alone as the only international association devoted to women in the financial services industry with a special emphasis on banking.

In the coming months FWI will engage in a national marketing and membership campaign. The marketing campaign will concentrate on promoting FWI and increasing its visibility throughout the industry, while the membership campaign will focus on the addition of more member benefits, improved communication, and strategies for growth.

Specific to FWI’s marketing and membership campaign is the association’s goal of recruiting and retaining younger members. In support of this, FWI formed a Target Market Advisory Panel comprised of women under the age of 40 to assist with these strategies.

“We realize the need to introduce FWI to younger professionals and actively recruit them for the longevity of the association. We want to make sure FWI is still around for another 86 years,” Kinder stated.

For more information about Financial Women International, please visit http://www.fwi.org/ or call toll-free 866-236-2007.