Lifestyle packaging.

• Position: Marketing News

People change, and banks must change with them. This is not, perhaps, breaking news to you. Still, it's interesting to see how others in the financial services industry adapt to these changes.

Univest Corp., which does business in Bucks and Montgomery counties of Pennsylvania, is hoping to grow from a traditional community bank into a full financial services provider. Its first step was to study the characteristics--demographically and psychographically--of its market area.

The second step was to develop a new product Line based on the studies.

The new products are called "Lifestage Packages" and are designed to appeal to different individual customers at different stages of their lives. Univest names these product lines "Starting Out," "Established and Building Wealth,"...