You can hear them in your head. We make money the old-fashioned way — we earn it. Or: What’s in your wallet? They are the greatest financial service ad taglines in history. Now we’ve put them down on paper.

We’ve mined the best advertising has to offer to identify the 31 very best financial services taglines in modern advertising history. At least in our opinion. What makes a great tagline? That’s a tricky question. It is certainly memorable. It should certainly mean something. It should also just work. Consider the very first tagline on our list, Aflac’s “Ask about it at work.” When read in a vacuum, it doesn’t sound like much. But that tagline propelled Aflac sales to great heights. But this best-of list is far, far from science — which is why we welcome your feedback and suggested alterations.