The story
Benj. Franklin S&L's television commercials featured its president, Bob Hazen, in which he hawked toasters and other free gifts to woo new depositors and to pitch other financial products and services. Hazen is credited with inventing the thrift marketing phrase: "Pay Yourself First."
Hazen's father founded the Benj. Franklin in 1925. Although the name on signs and letterhead was "Benj." in promotions and discussions, the full word "Benjamin" was always pronounced.
Between 1982 and 1989 the thrift made a profit in 16 consecutive calendar quarters and became the number one mortgage lender in the Portland metropolitan area. It had strong lending positions in other major areas of the Northwest.
From Wikipedia’s article on Benj. Franklin Savings and Loan, shared under CC BY-SA 4.0.4