By Jennifer Simmons, VP of National Alliances, ADVANTAGE
Part one of a two-part series.
In the race to grow deposits and market share, many financial institutions rely on cash sign-up bonuses to capture attention. While these offers can create a quick uptick in new accounts, they often fall short of delivering long-term value.
For community credit unions, trying to match the big-dollar offers of national brands can be costly – and risky. It’s worth asking: are these incentives drawing loyal members, or simply “bonus chasers” who leave when a better deal comes along?
While cash bonuses may drive short-term results, they rarely translate into meaningful relationships. New members drawn by a $200 or $300 offer often don’t set up direct deposit, use additional services, or treat the account as their primary financial hub.
The result? High acquisition costs, low engagement, and disappointing ROI. Without a plan to encourage deeper connections, many of these accounts go dormant – or close entirely – after the initial reward is paid out.
That’s why the key is to put a comprehensive strategy in place to achieve your goals.
A better approach focuses on encouraging regular usage and long-term engagement. Relationship-based incentives – such as cashback debit rewards or automatic round-up savings – are especially attractive to younger generations looking for digital convenience and long-term value.
These tools not only provide ongoing value but also help establish healthier financial habits – making it more likely that consumers will stay. Add financial wellness features like budgeting apps, early direct deposit, or credit monitoring, and your credit union begins to feel more like a financial partner than a promotional stopgap.
Even simple touches – like custom alerts, personalized messaging, or referral rewards – can make a lasting impression when they’re part of a larger strategy centered on helping members reach their financial goals.
Features encouraging routine activity – like direct deposit and automatic savings – signal a deeper relationship. These programs reduce dormancy and set the stage for long-term loyalty. Delivering real utility instead of one-time excitement builds trust – and trust is what turns a new account into a primary relationship.
Not sure if your acquisition strategy is building long-term value? Connect with ADVANTAGE to start with a free market assessment.
Stay tuned for Part 2: How personalization and community values deepen connections and keep account holders engaged for the long haul.