JMFA Announces Rebranding and Expansion of Consultation Services


Jennifer Simmons |

For Immediate Release

Houston, TX (November 20, 2023) — JMFA, a leading provider of financial services consultation, is thrilled to announce a significant milestone in its evolution. As part of our commitment to better serve our clients and remain at the forefront of the financial industry, we are rebranding to “ADVANTAGE, powered by JMFA.” This name change reflects our core mission to give our clients a competitive advantage in the market.

We have a 40-plus-year history of providing premier consultation services to community banks and credit unions across the nation. With this rebranding, we are reaffirming our dedication to excellence and innovation in the ever-evolving financial landscape.

Our expanded suite of consultation services now includes:

1. Account Acquisition Program

We understand that acquiring new account holders is a key challenge for many financial institutions. Our seasoned experts will provide guidance and strategies to attract and retain valuable account holders. Learn more »

2. Contract Negotiation

Navigating complex contracts can be a daunting task. With our adept negotiation strategies and by leveraging proprietary data, our consultants secure the most favorable terms, service level agreements, and pricing in complex contracts to ensure our clients receive the best value from their vendors. Learn more »

3. Overdraft Compliance Consulting

Our overdraft compliance consulting is a solution with effective recommendations, process automation, in-depth data analysis and reporting, ongoing training and compliance support, including a 100% compliance guarantee. Our experts help our clients remain competitive by protecting revenue and offering their account holders an enhanced service that meets their financial needs. Learn more »

4. Technology Strategy Evaluation and Selection

In an era of rapid technological advancement, we understand that community financial institutions must invest in new and innovative solutions to succeed. Our team of expert consultants works closely with our clients to assess, evaluate, and facilitate the selection of critical technologies and vendors that align with their long-term strategic objectives. Our proven process empowers community financial institutions to make pivotal decisions with confidence and ultimately enhance their competitive edge. Learn more »

“At ADVANTAGE, our mission is to empower credit unions and community banks with the knowledge and strategies they need to succeed in a dynamic and competitive industry,” said John Cohron, CEO. “Our expanded services reflect our commitment to being a comprehensive consulting partner for our clients, guiding them toward growth and compliance, helping them gain a competitive edge.”

Our website, has been updated to reflect our new brand identity, and you can expect the same level of excellence, dedication, and innovation that JMFA has been known for over the years.

We look forward to continuing our partnership with existing clients and welcoming new ones. For inquiries or to learn more about our expanded services, please contact us at (800) 809-2307 or [email protected].

About ADVANTAGE, powered by JMFA:
ADVANTAGE is a leading provider of consultation services for credit unions and community banks. With a history of excellence, we help our clients navigate the ever-changing financial landscape, providing solutions that give them a competitive advantage. Our services include account acquisition and retention marketing services, overdraft compliance and change management, contract negotiation, and technology strategy evaluation and selection.

From growing market share and improving non-interest income to contract negotiations and technology strategy, our experts offer the best solutions for you and your account holders.

Media Contact:
Mia Keay, Vice President | ADVANTAGE, powered by JMFA
(800) 809-2307 | [email protected]


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