“Where’s the TYME machine?” For decades that was a phrase synonymous with many Wisconsinites and peculiar to most outsiders. TYME stood for “take your money everywhere.” Based in Brown Deer, TYME was one of the first electronic funds transfer networks in the country, serving Wisconsin, areas in Michigan and Florida and later expanded into Minnesota and Illinois. By its 25th anniversary, TYME had more than 27,000 ATMs and point of sale locations. In 2002, the TYME network merged with Discover’s PULSE network, and in 2004 it took the PULSE name brand. Now Brookfield-based Landmark Credit Union is bringing back the TYME brand for the new ATMs it’s installing across its branch network.
August 2021: As Landmark Credit Union planned to replace and upgrade its ATM machines, Brian Melter, chief experience officer, felt something was needed to differentiate the new machines from the older ones. He had an idea: Bring back the iconic TYME brand, tying Landmark to a classic Wisconsin brand with some nostalgic appeal while introducing new ATMs with modern features.
August - September 2021: Landmark Credit Union approaches the designated contact at PULSE, the owner of the TYME trademark. The designated contact at PULSE initially rejects Landmark’s request – twice.
October 2021 - January 2022: Melter reaches out to a business contact at PULSE. Landmark already had a partnership with PULSE for payment processing. Melter asks the contact to work internally at PULSE on Landmark’s request. That sets in motion a process that eventually leads to a deal. PULSE agrees to provide Landmark Credit Union exclusive licensing rights to use the TYME brand.
January - September 2022: Landmark works internally and with other technology and hardware partners on getting a fleet of 60-plus next-generation ATMs integrated and tested for an early fall 2022 launch. In September, it quietly launches three new ATMs at its Oak Creek branch, minus the TYME branding, to get customer and employee feedback and make final enhancements and improvements prior to rollout at other locations.
October 13, 2022: Landmark Credit Union hosts a celebration and media event to announce it is upgrading its ATM machines and revitalizing the TYME brand. The event includes a 1980s-themed living room set up at Landmark’s Brookfield headquarters, a DeLorean car (like the time machine in the “Back to the Future” movies) and Wisconsin comedian Charlie Berens. During the next six months, Landmark Credit Union will replace all older ATMs at all of its branches with the new TYME Advanced ATMs and add additional machines at some higher-volume branches.
