An estimated 30 to 40 million American households are financially underserved. They lack access to the financial products and services that enable them to save, build assets, and achieve financial prosperity.

A unique model for regional, employer-based collaboration to increase the usage of basic financial services has emerged recently in Minnesota, with relevant lessons for companies, communities, and advocates nationwide.

This report addresses the extent to which traditional affinity marketing models apply to underbanked segments while exploring the nonprofit community's role in marketing and distributing financial services.