Baron Conway, Chief Strategy Officer, Finalytics.ai
In the ever-growing shift to digital, credit unions face a significant challenge: maintaining the deeply personal member relationships that are their hallmark when interactions increasingly move online. While credit unions have historically excelled at knowing their members in person, the digital experience can often feel static and generic. Consumers, influenced by personalized experiences on platforms like Amazon, Netflix, Spotify, and almost any semi-decent ecommerce experience, now expect digital interactions that recognize them, understand their needs, and offer relevant information. They want the digital channel to "show me that you know me."
The core issue is that the various platforms credit unions use – including advertising, marketing sites, online banking, application and product origination systems, and CRM – often operate in silos, making it difficult to deliver a seamless, personalized digital journey. This disconnect leads to poor engagement and missed sales opportunities. Credit unions need a way to manage and optimize the digital conversation across these disparate touchpoints to realize the promise of better member engagement and deliver on their business objectives of more members, more products, and more income.
This is where AI-driven personalization comes into play, and the platform Finalytics.ai is designed to address this exact problem.
Finalytics is a real-time digital engagement platform. Its fundamental purpose is to personalize, orchestrate, and deliver tailored, relevant, one-to-one content and messages to both members and prospects, thereby bringing their digital journey to life and inspiring meaningful action.
The platform is built to understand and model intent and outcomes within the financial services and is specifically designed with credit unions in mind.
Finalytics gathers data about a visitor/prospect/member from multiple digital touchpoints, including your marketing website, digital banking, product applications, email, advertising, and even interactions from branches and the contact center. This comprehensive data is fed into machine learning (AI/ML) models and a prediction engine. These algorithms are constantly calculating, determining, and predicting a visitor's interests, behavior, and intent.
The true power of Finalytics.ai lies in its ability to use this deep understanding to dynamically personalize the digital experience in real-time. Instead of a static homepage featuring generic offers in a carousel – common because credit unions often don't know who is visiting or what they want – Finalytics can dynamically change the content to reflect the individual visitor. This personalization can be deployed individually or in combination across numerous digital touchpoints, such as homepage banners, product pages, pop-ups, search results, FAQs, rates, and within digital banking.
Let's look at some examples of how Finalytics.ai delivers this personalized relevancy based on the sources:
Beyond these, Finalytics offers algorithms for Intent Nurturing (following searches like "mortgage rates" with relevant content), advertising nurturing (maintaining a "campaign scent" across the site), promoting community involvement content, delivering financial education based on member profile and events, and more.
By providing these personalized, relevant experiences, credit unions make members and prospects feel understood ("show me that you know me"), which inherently increases digital engagement rates and improves product awareness. For members, personalization within digital banking, guided by their existing relationship and activity (anonymized), strengthens the feeling of being known and helps the credit union suggest products and services that are truly needed, thus increasing wallet share and deepening relationship depth.
Beyond improving the user experience, personalization is a powerful engine for growth and delivers tangible results with credit unions using Finalytics.ai seeing an average overall increase in applications submitted due to personalization, up over 300%. This directly translates to more new members and higher product application rates.
These conversion-focused strategies, combined with increased engagement, make the digital channel significantly more effective.
In a digital landscape where consumers demand personalized experiences, credit unions can use AI-driven personalization through platforms like Finalytics.ai to bridge the gap between their traditional high-touch service and their digital channels. By focusing on this technology to understand member and prospect behavior and intent, and delivering relevant content, credit unions can significantly increase digital engagement, deepen member loyalty, and drive dramatic growth in application submissions. Ultimately, credit unions that embrace AI and focus on making their members' lives better are poised to be the winners in the rapidly evolving financial landscape.
Connect with Finalytics.ai to learn more.