VyStar Credit Union: Driving Financial Fitness for Every Member

VyStar Credit Union has spent more than 70 years committed to empowering members at every stage of life to achieve their greatest financial potential. Driven by its purpose to “Do Good,” the credit union supports member success through personalized services, innovative solutions, and a deep dedication to building a better future for all. Headquartered in Jacksonville, Florida, VyStar strengthens the local economies it serves while actively investing in its communities through volunteerism, nonprofit, and community partnerships.

A recent WalletHub study revealed that three of VyStar’s key markets – Jacksonville, Orlando, and Atlanta – rank among the top 10 most financially distressed cities in the U.S., with many residents unable to cover a $1,000 emergency expense. While VyStar has a strong legacy of promoting financial education through high school branches and workplace seminars, there was a clear need to expand these efforts to the broader communities they serve. Recognizing the urgency, the marketing team led by Chief Marketing Officer, Dana Karzan and SVP Member Engagement and Marketing Strategy, Jonathan Hanson, led a comprehensive audit of the credit union’s existing resources to identify gaps and opportunities across critical life stages – from students and working adults to retirees and military families.

In response, VyStar launched its Financial Fitness initiative to centralize and amplify resources for their members at all stages of life, and inspire their customers and the larger community to build emergency savings. This included the launch of the Financial Fitness Quiz, regional reality fairs for teens, a new financial hub in an underserved Jacksonville community, and expanded online tools like self-service modules to ensure accessibility for all.

With more than 40,000 people participating in its inaugural Financial Fitness initiative, VyStar saw firsthand the urgent demand for resources that support financial health.

As part of VyStar’s Financial Fitness initiative, the marketing and communications team launched one of their first programs: the VyStarSavings Challenge. Prompted by the widespread lack of emergency savings among the communities it serves, the team designed the challenge to help residents strengthen their financial confidence by creating a savings cushion. The initiative incentivized participants to save $1,000 – the amount needed to weather typical unexpected expenses – while offering educational content, seminars, and access to one-on-one guidance at branches.

The challenge didn’t just drive behavior change – it created a movement. A dedicated Facebook group formed a micro-community where over 1,300 participants exchanged savings tips and celebrated milestones, turning financial health into a collective journey.

A standout moment from the initiative was a compelling docuseries produced in partnership with a local news outlet, which followed six participants on their journey through the VyStar Savings Challenge. One featured story highlighted a military couple facing uncertainty about retirement. Through the program, they were connected with a VyStar Military Liaison — a fellow veteran — who helped them navigate their benefits and assess their financial readiness. What began as a period of doubt turned into a path forward. After the challenge, the couple continued working with a VyStar Financial Advisor to build a personalized budgeting and savings plan, giving them more clarity and confidence about their financial future.

VyStar’s partnership with the Financial Health Network has been instrumental in amplifying its work. Hanson emphasizes the value of being part of a network of like-minded peers – sharing frameworks, exchanging strategies, and avoiding “reinventing the wheel.”

While VyStar is a new member of the Financial Health Network, the credit union has already been able to:

• • Leverage Financial Health Network data and best practices for program design.
  • Expand the reach of its VyStar Challenge through industry amplification.
  • Contribute to thought leadership efforts and share replicable models with other institutions.
  • Develop and launch a Fostering Financial Fitness initiative, streamlining account access and financial education for youth in foster care.

Looking ahead, VyStar is preparing to launch a new campaign this summer focused on smart spending and debt management — designed to meet members where they are with empathy, practical tools, and personalized support. One campaign will specifically address credit card debt, helping members take control of their finances and make informed spending decisions.