HSAs are often a unique segment, having different customer impacts and requiring different legal documents than in a typical master deposit and loan conversion package.

In this case, a separate stand-alone customer communication was warranted.

The DM package included a personalized letter welcoming customers, highlighting new benefits, outlining key changes and setting timing expectations.

The reverse side of the letter highlighted all the ways customers could gain access to their new accounts, reinforcing the importance of the upcoming changes and providing new online banking credentials.

Supporting emails sent closer to conversion reminded customers of any action required.