Generic to personal: How Certified FCU doubled credit card cross-sell rates

Overview

Certified Federal Credit Union (Certified FCU), founded in 1949, is the largest credit union in the western United States serving the grocery industry. With $634 million in assets, the credit union consistently ranks among the top performers nationwide and sought to grow its credit card portfolio while deepening member engagement.

Challenge

Certified FCU launched an integrated credit card cross-sell campaign in fall 2019, but results were modest, with only a 1% conversion rate. To justify further investment in marketing technology, the credit union needed to demonstrate stronger results while delivering a more personalized member experience.

Solution

In spring 2020, Certified FCU ran a second campaign using the Digital Onboarding engagement platform to incorporate personalization. Campaign tactics included:

• Personalized emails and SMS messages linking members to customized web pages
  
• Display of prequalified credit card offers, including maximum credit line and APR details
  
• Consistent prequalification criteria across campaigns, allowing for direct comparison
  
• Multiple integrated touchpoints, including letters, mobile app messaging, and statement inserts

Results

Compared to the fall campaign, the spring initiative proved the power of personalization and automation:

• 2.10% cross-sell rate, more than double the fall campaign’s 1.02% conversion rate
  
• Clear demonstration that personalization improved engagement and conversions
  
• Strengthened justification for continued use of the Digital Onboarding platform
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Impact

By leveraging personalization, Certified FCU improved the efficiency and performance of its cross-sell campaigns. The initiative showed that customized offers drive greater adoption, enhancing the value of marketing investments and creating stronger member relationships.

I wouldn’t have invested in the platform if I didn’t think it would deliver better results. This is exactly what direct marketing in the financial services space has needed for 20 years.”

Jay Lassiter, VP of Marketing and Payments

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Conclusion

Certified Federal Credit Union successfully doubled its credit card cross-sell rate by adopting personalized engagement through Digital Onboarding. The credit union proved that digital marketing technology can deliver meaningful improvements in results and member satisfaction.