In a category obsessed with rates and profits, Flagstar Bank had a real advantage—it always put customers first. Research revealed their customers were “Independent Strivers”: financially engaged, informed, and determined to reach their goals. They didn’t want products pushed at them; they wanted partners who understood their ambitions. With some of the longest-tenured bankers in the industry, Flagstar delivered personal banking at scale, helping customers find smart solutions—not sales pitches. That inspired a powerful new idea: The Human Interest Rate. The campaign struck a chord, driving a 230% increase in awareness, a 250% rise in familiarity, and a 20x lift in interest—proving empathy and expertise can outperform the biggest banks.