By GREGORY ZELLER //
Bethpage Federal Credit Union is going Hollywood.
The Bethpage-based bank – a top-20 nationwide credit union, boasting roughly 480,000 members and upwards of $13.4 billion in total assets – has recruited producer, director, entrepreneur and Tinseltown A-lister Eva Longoria as the narrator of its new “Money Like a Woman” brand campaign/social movement.
Designed to promote financial empowerment for women and celebrate what the credit union calls a “female mindset around finances,” the campaign is a cornerstone of what’s shaping up as a huge 2025 for BFCU.
Along with “Money Like a Woman,” Bethpage Federal has already introduced (or soon will) several big-time initiatives, including its Bethboards digital-marketing strategy; “Money Like a Mom,” a new app promising more efficient family banking; and “Money Like a Boss,” a new platform offering financial solutions for small-business owners.
Linda Armyn: Raising voices.
It’s also planning a major rebrand, with Bethpage Federal Credit Union set to rechristen itself as FourLeaf Federal Credit Union – including new logos and color schemes and the requisite marketing push – in the first quarter of 2025.
Into all this innovation wades Texas-born Eva Jacqueline Longoria Bastón, who cut her teeth in the early 2000s on CBS Television Network daytime soap opera “The Young and the Restless,” cemented her stardom as the troubled Gabrielle Solis on the ABC Television Network dramedy “Desperate Housewives” and hasn’t looked back.
In addition to subsequent TV and motion-picture appearances (and multiple producer credits), Longoria founded UnbeliEVAble Entertainment, a film and television production company that launched in 2005 and was acquired in 2023 by Hyphenate Media Group, which Longoria co-founded with producer Cris Abrego.
She also opened trendy Los Angeles restaurant Beso in 2008 (it started fast, but didn’t end well), created an eponymous perfume brand (still smelling like a winner) and published multiple cookbooks (largely leveraging Longoria’s Mexican heritage).
And of course, she’s no stranger to major-league advertising, having pitched for L’Oréal, Pepsi and other well-known brands.
Now add BFCU to Longoria’s voiceover résumé. First up is a high-energy “Money Like a Woman” commercial that bristles with female empowerment and encourages what the future FourLeaf dubs “a collaborative approach to financial inclusivity.” A second TV spot is on the way.
Feel like a woman: Bethpage Federal Credit Union’s new marketing campaign leans heavily into feminist perspectives.
Adding the Golden Globe-nominated, two-time Screen Actors Guild Award-winner to the mix strengthens not only the socially minded campaign, according to Bethpage Federal Credit Union President and CEO Linda Armyn, but the credit union’s brand as a whole.
In fact, Longoria’s contributions will “open doors for the next generation of female leaders,” noted Armyn, who doubles as co-chairwoman of the Long Island Regional Economic Development Council alongside Long Island University President Kimberly Cline.
“I deeply admire the work Eva Longoria does to amplify the voices of both women and the Latin American community,” Armyn added. “Her commitment to empowering women aligns perfectly with our mission – and having her voice as part of our two anthem videos makes the message truly come to life.”
