When CUNA Mutual Group set out to shake up a program that had grown a bit disjointed, the company went straight to members and credit unions to gather feedback on what changes needed to be made.

In 2009 that the Madison, Wis.-based conglomerate was looking to add more products to its MEMBERConnect program, a marketing division that enables credit unions to sell auto, home, life, and accidental death and dismemberment insurance to their members. 

The problem was the program was geared more toward selling insurance products and not on meeting members where they were in their lives, CUNA Mutual said. 

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