Congrats to Vancity on their recent brand relaunch. They're now the home of "Good Money" which speaks directly to their core value as a socially conscious financial institution with deep roots in the Vancouver community.

Vancity has always had a reputation as the socially conscious bank but to me it was never really clear what they truly stood for. Recycling, helping the homeless, bicycles... there's so many popular causes these days it must be tough to pick one. 

What I like about the new direction is that it builds on the years of community involvement and tremendous goodwill but, more importantly, it simply reflects what Vancity is about. Making money, but not the kind of money that most people are after, "easy money", but money that is community based and gives back. And as a consumer that is a simple value proposition to identify with (or ignore, as the case may be).

It reminds me of the success that we've had at Coast with "Simple, Financial Help". It's more than a saying, it embodies everything we do. We're not just about making you money, we're about helping you understand, in clear, plain English, what every other financial institution seems to overly complicate. Again, something that as a consumer I can easily value, or not.

So good on ya, Vancity! I like the new direction. And congrats to my good friend, William Azaroff, Vancity's Director of Digital & Community Engagement, for his star turn as the voice over in two of their new commercials. As someone who I've worked closely with over this past year, I've seen Vancity's values embodied in real life and it's great to see the brand represent what I see in William each day.