Personas Are Only Powerful When They Lead to Action
By Andy Fogle, Vice President, ADVANTAGE
Credit unions are under continued pressure to grow accounts, deposits, and long-term relationships. Many are investing in acquisition campaigns, incentive offers, and expanded outreach to bring new consumers in the door.
But account growth alone does not guarantee relationship growth.
That is the focus of a recent article from The Financial Brand, “In Customer Relationships, Personas are Just the Starting Point, Not the Solution,” featuring insight from ADVANTAGE’s Andy Fogle. The article explores how to move beyond broad demographic profiles and use personas as part of a more connected engagement strategy.
Personas can help a credit union better understand who it is trying to reach. But their value depends on what happens next. A persona should not simply describe an audience. It should help guide the message, offer, channel, timing, and follow-up that move a member toward deeper engagement.
This is where strategy has to move from insight to execution. Too often, acquisition, onboarding, product communication, and retention efforts operate separately. A new account may be opened, but the next steps are not always coordinated. The consumer may receive a welcome message, but not the right prompts to fund the account, add direct deposit, increase debit card usage, or build a broader relationship.
When personas are connected to a full engagement strategy, they can support stronger decision-making across the relationship lifecycle. Before acquisition, they can help identify prospects who look like the institution’s strongest existing relationships. During onboarding, they can inform timely communication that encourages activation and early usage. After onboarding, they can help identify signals of disengagement before the relationship loses momentum.
The goal is not just to acquire more accounts. It is to create active, valuable relationships that continue to grow over time.
That requires measuring more than clicks, applications, or initial account openings. Stronger indicators of relationship growth include direct deposit adoption, balance growth, retention, product usage, and revenue per relationship. These measures provide a clearer view of whether growth efforts are creating lasting value.
Personas can be an important starting point. But the real opportunity comes from turning insight into action through relevant communication, consistent follow-up, and a connected strategy that supports the entire member journey.
Read the full article from The Financial Brand: In Customer Relationships, Personas are Just the Starting Point, Not the Solution
Connect with ADVANTAGE to learn more.
