Asset Management CUNA Mutual Group

1. Asset ManagementCUNA Mutual Group B2B Brand Standards Application

2. Asset Management Brand Standards Application • Situation • Objectives • Scope • Standards • Standards Resolution Process

3. Situation • CUNA Mutual Group B2B brand employs “branded house” strategy • CUNA Mutual Group brand architecture was approved by the SET in 11/07 • New B2B brand standards for CU market released 2/08 • Due to a number of corporate considerations, approved brand standards executed as a “soft” launch • B2B brand standards scope did not include all Asset Management brands, e.g. Business to Member (B2M) • Continuous communication and education underway with key internal stakeholders around alignment with new brand standards • Brand Management and Asset Management (AM) Marketing partnered to apply standards across AM brands/markets and other out of scope elements

4. Objectives • Establish clear direction for internal and external constituents, with easy to understand brand standards, to help them create brand compliant marketing materials • Outline straight-forward process to quickly resolve ‘gray’ areas not covered by CUNA Mutual B2B brand standards

5. AM Brand Standards Scope

6. Asset Management • Total alignment with CUNA Mutual B2B brand standards • Leverage CUNA Mutual Business unit logo • Limited use • www.cunamutual.com components • Intranet components • Other CUNA Mutual supporting elements

7. Investment Management • Product Name: MEMBERS Capital Advisors • Category: B2B • Audience: Credit Union executives • Visual Brand: MEMBERS Capital Advisors – Asset Management (Moss Green) • Special considerations: As a separate SEC registered company managing proprietary products, we wanted to align with the Asset Management brand, but not match it. This is not an issue any more given the Madison Asset Management joint venture • Tag Line: Knowledge. Action. Results. • Logo: MEMBERS Capital Advisors • Other comments: Limited use on market and economic commentary, the occasional Investment Advisory Services piece (a non-promoted product)

8. Asset Accumulation: B2B • Product Name: Trustee 401(k), Choice 401(k), Defined Benefit Plans • Category: B2B • Audience: Credit Union Executives, non-credit union business owners • Visual Brand: Asset Management (Moss green) • Special considerations: Marketing materials are developed to face both credit union and non-credit union audiences. As such, “Common Purpose. Uncommon Commitment” and “Insurance. Services. Asset Management” are not used on these materials since it would mean nothing and perhaps be confusing to non-credit union audiences. • Tag Line: None • Logo: CUNA Mutual Group • Other comments:

9. Asset Accumulation: B2B • Product Name: CUNA Brokerage Services • Category: B2B • Audience: Credit Union Executives • Visual Brand: Asset Management (Moss Green) • Special considerations: Does not contain “Insurance. Services. Asset Management” since we wish to portray CBSI as a “product agnostic” broker dealer similar to our prime competitors, LPL Financial and CUSO Financial Services • Tag Line: Partner. Plan. Thrive. • Logo: CUNA Brokerage Services • Other comments:

10. Asset Accumulation: B2M • Product Name: MEMBERS… Focus Fixed Annuity, Index Annuities, Single Premium Immediate Annuity • Category: B2M • Audience: Credit Union members and non-members • Visual Brand: MEMBERS Insurance and Investments, blue tone with lifestyle photography. • Tag Line: Move Confidently Into the Future • Special considerations: Transamerica private label variable annuities will follow similar branding guidelines • Logo: CUNA Mutual Insurance Society and MEMBERS Insurance and Investments • Other comments: CMIS logo is included as the underwriter of the product. MI&I logo is included to signify the “family” of B2M products. As of February 1, 2012: Replace CMIS references with CMFG Life Insurance Co.

11. Asset Accumulation: B2E • Product Name: General “Retirement Plans” • Category: B2E (Business to Employee) • Audience: Employee participants in CUNA Mutual retirement plans • Visual Brand: Look and feel similar to MEMBERS Insurance and Investments (MI&I) • Special considerations: The purpose of having a similar look and feel to the MI&I is that we wanted some consistency with our consumer facing materials, and we also wanted retirement plan customers to feel a seamless transition at retirement from their retirement plan to the various annuity plan products • Tag Line: Move Confidently Into the Future • Logo: CUNA Mutual Group • Other comments:

12. Asset Accumulation: B2M • Product Name: CUNA Brokerage Services • Category: B2M • Audience: Largely credit union members having a brokerage account through CBSI • Visual Brand: Blue tone compass and office buildings • Special considerations: Most of the materials using this brand can be imprinted by the credit union in their own “brand name” • Tag line: None • Logo: CUNA Brokerage Services • Other comments: No visible reference is made to CUNA Mutual Group since CBSI is positioned as a product agnostic broker dealer and we don’t want to imply a bias toward CUNA Mutual products to member customers. On back-side MEMBERS Financial Services (For non-private label programs)

13. Asset Accumulation: MEMBERS Financial Services Note: Historically, MEMBERS Financial Services (MEMFS) was positioned as the B2B product that CUNA Brokerage Services now holds. We no longer produce materials with the MEMFS logo, however, there are a number of credit union programs that brand their investment and insurance programs MEMBERS Financial Services. While we accommodate that name the best we can, we encourage programs to “private label” their program (ie. Wings Financial Services) so that it has a greater affinity with their member base.

14. Brand Standards Resolution Process • Review standards with Agency (as applicable) • Raise issue(s)/concern with AM Marketing Leadership • Dialogue with Brand Management • Issue Point of View • Urgent Issues: contact Brand Management via Live the Brand