Meridian Credit Union is taking a major step forward in bridging the gap between Canadians and their financial institutions with the launch of OnYourWay, a new advice platform blending digital convenience with human expertise.

Designed as an extension of Meridian’s “More Than a Number” brand platform, which launched in September 2024, OnYourWay gives members flexibility to plan their financial futures on their own terms, whether that’s self-directed, with an advisor, or a mix of both.

“This isn’t a product, it’s a financial operating system that is deeply embedded in our brand and ways of working,” says Susan LeBlanc, VP of marketing at Meridian. “It’s about blending digital tools and human advice to deepen trust and drive engagement.”

The campaign strategy, supported by Calgary-based Cult Collective for creative and Toronto’s SpPR leading earned media and PR, reflects a more empathetic and empowering tone than Meridian’s past rate-driven campaigns. “We’ve moved beyond the race to the bottom. OnYourWay signals our promise to stand with members at every stage and reinforces our belief that everyone deserves a financial plan, regardless of income,” LeBlanc tells strategy.

OnYourWay also showcases Meridian’s digital capabilities for the first time. An intentional move, LeBlanc says, challenging the perception that credit unions lag behind the big banks in tech innovation.

“We’re featuring real member stories, practical tips and carefully vetted finfluencers, not just product messaging,” LeBlanc says. “Our tone acknowledges the stress Canadians feel and positions Meridian as a partner, not a seller.”

According to LeBlanc, the initiative was born out of a growing disconnect between Canadians and their banks. “Research we commissioned with Leger showed that 64% of Canadians feel stressed or uncertain about their finances and 72% believe their bank doesn’t know them personally,” she says. “That’s a huge trust and personalization gap.”

The integrated media mix will include TV, radio, OOH, paid social, search, programmatic display, in-branch signage and community events and webinars. “Ontario is our core market, but earned media will extend our reach nationally,” LeBlanc adds, noting that digital channels will play a dominant role, citing research showing that 87% of Canadians want choice between digital and in-person advice.

Influencer collaborations, UGC partnerships and SEO-driven content will further drive awareness and engagement.

A teaser phase focused on education began earlier in October, followed by an earned media push this week, with TV, OOH activations and other elements to roll out over the next few months and into 2026. “We’ve increased the [marketing and media] budget to support this initiative, while also reallocating from less strategic areas. It’s a priority for us,” she says, reiterating that the brand is actively reducing its dependency on rate-driven campaigns and focusing on more advice-oriented initiatives.

As the campaign evolves, Meridian plans to integrate even more personalization and AI-supported insights into the platform. “This is a long-term commitment,” LeBlanc said. “We’re embedding OnYourWay into member journeys tied to key life events and financial decisions. It’s not just a launch, it’s the next evolution of how we help Canadians feel confident about their money.”