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Moving to Vertical EMV Cards: Advance Financial FCU

EMV credit union cards are moving to a vertical format - here are the pros and cons.

By Tina Orem | Updated on June 20, 2017
Schererville, Ind.-based Advance Financial Federal Credit Union announced last week that it began issuing a new Visa EMV debit card with a vertical orientation — a rebellious graphics-design maneuver highlighting some of the pros and cons of quite literally “upending” a long industry tradition of horizontal card design.

“We wanted a new look that would take advantage of our very contemporary color palate and because the design is vertical in format, we’d be reinforcing our philosophy of being ‘Always Ahead,’” Advance Financial President/CEO Jerry Gomez said. “The new look and design will provide that important ‘top of wallet’ appearance that all cards seek to achieve. I believe we are the first in our marketplace to go vertical.”

The card was designed by Advance Financial’s marketing communications partner, Yale Gordon & Associates. Advance Financial Federal Credit Union has $144 million in assets and about 15,000 members.

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Tina Orem

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