How a digital brand is reaching the underbanked

Arizona Financial Credit Union launched Azpire to serve the more than 600,000 Arizonans who are underbanked and underserved by traditional financial systems. By intentionally softening its brand image, the credit union is creating new pathways to banking access, trust, and financial growth.

When Arizona Financial Credit Union—a $3.4-billion institution based in Phoenix—realized it might not be approachable by people who've struggled to access or feel welcomed by traditional financial institutions, the leadership team made a surprising decision: create a new brand designed specifically to welcome them in.

That brand is Azpire, a digital-first initiative launched in June to help Arizona's underbanked population find their way into the financial mainstream.

More than 600,000 Arizonans currently rely on cash and high-fee services because of past financial mistakes, limited access, or systemic barriers. "We looked at the realization that we have probably positioned ourselves as not looking friendly with everyone we wanted to serve," said Jason Paprocki, chief strategy officer at Arizona Financial. "So we created Azpire so we could have different positioning."

Meeting people where they are

Azpire offers products tailored to individuals who may have poor credit, no prior banking history, or who rely solely on cash. Key offerings include second-chance checking accounts, first-time borrower loans, and secured credit cards designed to help members build financial credibility.

Importantly, Azpire doesn't require perfect credit or a flawless track record. As long as applicants can verify their identity and show no fraud alerts, they're welcome in.

"(We're targeting) people who made a mistake and now nobody else will let them in the door," Paprocki said. "We will take in folks who a lot of other institutions would turn away. Azpire is about giving them a chance to recover from that and start fresh."

While Azpire operates online today, Arizona Financial has trained its full staff to support Azpire products and created a network of 25 internal brand ambassadors. These employees meet regularly with the credit union's marketing team to identify friction points and ensure the user experience stays true to the brand's purpose.

Why so many remain unbanked

Despite being headquartered in Phoenix, Arizona Financial sees a striking number of people statewide who live outside the traditional banking system. Paprocki points to a combination of demographic and generational factors.

Arizona has a large Hispanic population, many of whom are first- or second-generation residents. "In a lot of cases, folks came over and started working jobs that were paid in cash," Paprocki explained. "They paid their rent and bills in cash, and it just stayed that way."

At the same time, the state's massive young-adult population adds to the challenge. Many young adults are entering adulthood having only used payment apps, without building a relationship with a financial institution. "If all you've ever done is Venmo your friends and suddenly there's fraud, where do you turn?" Paprocki said.

These challenges are not limited to rural areas or specific zip codes. They reflect a broader disconnect between traditional banking models and real-life financial behavior across communities.

That focus on connection and care is reflected across the credit union industry. Credit union members are 1.5 times more likely to report feeling their institution cares about their financial well-being compared to members of for-profit financial institutions. In fact, 89% say their credit union has improved their financial well-being.

Built on accountability and trust

Arizona Financial also convened a community advisory board to provide candid feedback and hold the initiative accountable. Members include leaders from organizations like Chicanos Por La Causa (community development), UMOM New Day Centers (homeless shelters), the Hispanic Chamber of Commerce, and others that serve historically marginalized populations.

These partners help guide outreach, education strategies, and event participation—ensuring that Azpire shows up where it matters most. "They're the ones asking, 'If you want to be in this community, where are you at our volunteer events? Where are you going to show up? Where are you going to be here with financial education?'" Paprocki said.

By listening and engaging directly with these groups, Arizona Financial is helping to rebuild trust in financial institutions among people who have long been excluded or historically underserved.

A path forward—by design

Though Azpire is still in its early stages, the goal is long-term growth of the program and of its members' financial stability. The credit union hopes members will eventually "graduate" from Azpire to its broader suite of Arizona Financial services, with better rates and expanded access.

This includes things like refinancing first-time auto loans into traditional ones, or moving from a secured credit card to a signature card. Offering a sense of achievement baked into their banking experience.

"We want to be seen as 'Azpire helped them out when they needed it, and then they matured in their finances,'" said Paprocki. "And now they have access to everything everybody else does."

As performance data and user feedback continue to roll in, Arizona Financial plans to expand the program's visibility-and potentially its physical presence-across the state.

For members who once believed banking wasn't for them, Azpire meets Arizonans where they are-digitally, empathetically, and with second chances. And it may be the first step on a path toward lasting financial well-being.