TIAA-CREF Begins New Chapter as TIAA

TIAA-CREF, a leading provider of financial services to nonprofits, has shortened its name to TIAA as part of a multi-layered marketing campaign geared toward emphasizing simplicity, clarity and engagement. The new name is accompanied by a new logo and redesigned website, as well as a national advertising campaign.


TIAA developed the new website, logo, advertising and customer engagement model through a highly integrated, multi-agency collaboration, including The Martin Agency, Frog, Weber Shandwick and Firstborn.¬†The redesigned is easier to use, with faster access to information, and simple direct language complemented by clear, illustrative images. “The remagined TIAA customer experience is designed to break through the fear and inertia that people may have when it comes to financial decision-making,” said Connie Weaver, chief marketing officer at TIAA.

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TIAA will also roll out new mobile apps and easy-to-read account statements to help better illustrate how customers’ portfolios are performing. “This is more than a name change; this is a game change,” said Weaver. “We stepped back and listened to the people we serve, who they are and what they need.”

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