Differentiation

Differentiation Strategy

BY DECEMBER 31, 2030, BLUE WILL DELIVER A SOUGHT AFTER EXPERIENCE FOR ‘IDEAL MEMBERS’ SEEKING A LIFELONG CHAMPION, ACHIEVING A NOTABLE IMPACT FOR MEMBERS AND THEIR COMMUNITIES AND REACHING OVER $6 BILLION IN TOTAL ASSETS.

WHAT SETS YOU APART;

WHAT MAKES YOU EXCEPTIONAL, UNRIVALED, IRREPLACEABLE,

ONE-OF-A-KIND.

Now is the time to position ourselves to standout and this plan will guide us. We

have discovered what differentiates Blue and declared a 10-year differentiation

strategy to deepen relationships, create connections, and expand market share in a

unique and powerful way. We envisioned an innovation business model to deliver on

our strategic intention. Our objective was to look forward 20 years and plan for 10

years, ultimately creating the True Blue Master Plan.

True Blue 2030 captures the undeniable ethic, unshakable spirit, and unwavering

commitment that defines us. We invite you to join us on this journey.