Webinar TakeawaysMarketing
Solarity Credit Union ($814.0M, Yakima, WA) elevates its member experience with a segmentation model that analyzes more than 200 data points per member, combining internal behavior data with external demographics to stand out in a crowded market.
The northwestern cooperative plotted 10 million transactions pre-COVID as a baseline, then mapped where each member fell in terms of engagement and sustainability.
In a webinar exclusively for Callahan clients, president and CEO Mina Worthington and chief growth officer David Eldred share how this shift in strategy has reduced employee turnover while simultaneously boosting member satisfaction.
CU Quick Facts
Location: Yakima, WA
Assets: $814M
Members: 47.5k
Branches: 4
Employees: 114
What can other credit unions learn from Solarity’s journey?
- Focus Matters. Solarity knows it can’t be everything to everyone, so it focuses on its most engaged member persona and tailors products and services accordingly.
- Intentional Operational Trade-Offs Are OK. The credit union moved to teller-less branches, a big change that aligned with its target member’s behavior and freed up staff for higher-value service.
- Behavior Over Assumptions. Solarity doesn’t settle for what members say they do. Rather, it examines actual transaction history and channel behavior.
- Update And Fine-Tune Data. Solarity updates its member data weekly and carefully tracks shifts in engagement segments. For example, the credit union is seeing more “Branch Betty” members migrate toward digital.
- Quantify Impact Where Possible. Although it’s more difficult to isolate some benefits like fraud reduction, Solarity measures turnover, products per member, and member feedback to show progress.
You can also read about Solarity’s segmentation strategy in “Meet Engaged Elena, An Ideal Member At Solarity Credit Union” on CreditUnions.com.
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