Helpful Marketing: Building Trust and Loyalty That Lasts
In this episode of The Association Insights Podcast powered by OnWrd & UpWrd, host Colleen Gallagher sits down with Katy Thorbahn, President & CEO of Shiny, for a thoughtful conversation about customer indifference, trust-building, and why the most effective organizations focus less on selling—and more on being genuinely helpful. Drawing from her deep experience in financial services marketing, Katy shares how brands in highly commoditized industries build loyalty by creating confidence at every step of the customer journey. While her work centers on financial services, the lessons translate directly to associations navigating member engagement, retention, and long-term trust. Whether you’re rethinking onboarding, trying to improve renewal experiences, or looking for ways to create stronger member connection in a crowded landscape, this conversation offers practical, human-centered insights that associations can apply immediately.