California credit union converts 13% of indirect auto loan members into multi-product relationships.

Overview

A California-based credit union with more than $1.4 billion in assets sought to deepen relationships with new indirect auto loan members. By targeting this group with personalized cross-sell opportunities, the credit union aimed to increase engagement and adoption of additional products.

Challenge

Indirect auto loan members often financed a vehicle through the credit union but did not take advantage of other available products and services. This limited relationship depth and reduced long-term member value. The credit union needed a scalable way to cross-sell checking accounts, credit cards, and personal loans to new members during the onboarding process.

Solution

The credit union used the Digital Onboarding platform to launch a targeted cross-sell campaign. The program included:

• A welcome email sent to all new indirect auto loan members
  
• Follow-up emails highlighting pre-approved offers for a VISA credit card, a personal loan, and a checking account
  
• Reminder emails sent only if a member had not yet signed up for the product
  
• Personalized microsites displaying each offer, with embedded webpages for instant sign-up

Results

Automation turned indirect auto loan holders into active members, driving strong cross-sell performance:

• 13% of new indirect auto loan members adopted at least one additional product
  
• 9% signed up for a VISA credit card
  
• 5% opened a checking account
  
• 1% took out a personal loan
  
• Converted passive auto loan members into active, engaged relationships
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Impact

The campaign showed how automated, personalized cross-selling can drive significant product adoption among indirect members, traditionally a challenging segment to engage. By leveraging pre-approvals and seamless enrollment, the credit union expanded relationships and boosted overall member value.

Conclusion

The $1.4 billion California credit union successfully turned indirect auto loan members into deeper relationships by using the Digital Onboarding platform. The initiative delivered measurable adoption across multiple products, strengthening engagement and supporting long-term growth.