Treasury Management Association (TMA), predecessor of the AFP, desired to reorganize the association to attract new members, diversify its revenue stream and help current members to face their new roles within their organizations. It achieved this by adopting a new name, as the Association for Financial Professionals (AFP) and with it established a new business model that drove content and transaction based products and services to members. The result was increased membership, new publications, increased media coverage, and positive member feedback.