A Credit Union Segmentation Model Built For You
Every credit union has member data. You know account balances, transaction history, demographics, and product holdings. But when it comes time to launch a campaign, grow deposits, or figure out which members are at risk of leaving that data only tells you part of the story.
You know a member is 42 and earns $80K. You don’t know whether she’s a confident self-directed investor who wants the best rate and a fast digital experience, or someone who’s financially stressed and needs reassurance that your credit union is looking out for her. Those two members need completely different messages and if you send them the same certificate offer, you’ll likely miss them both.
That’s the limitation of demographic segmentation. It describes who your members are on paper. It doesn’t explain why they choose you, what they’re worried about, or what would make them deepen the relationship. Enter Member Pulse.
How Does Member Pulse Work?
Segments at a Glance
Filene has found there are 5 segments of credit union members across the United States. These segments were created using several unique dimensions, including members' trust in financial institutions, their confidence in their financial situation, their desire for expert advice and guidance, their interest for technology, and their preference for credit unions versus banks.
Together, these dimensions have created the Member Pulse segments you see below, which segment do your members belong to? What strategies should you think about when activating each segment? Reach out to Filene today to find out!
Member Pulse Connects You To a Powerful Cohort
I really do believe that the [Member Pulse] findings could ultimately be revolutionary for how credit unions message and position themselves in the market. [...] This could really change how we talk about what we do and really make a bigger impact with our members. By participating you can only add to that that knowledge base and really lift the movement potentially.
Sound Credit Union
Why wouldn’t you want to [come on board to use Member Pulse]? […] Why wouldn't we want this information? Why wouldn't we benefit from it? [...] I’ll go back to the [Filene] partnership and the trust that's built there, and just the fact that it's great to have a resource. We’ve got a great team, but […] because [Filene is] dedicated to [Member Pulse], it gives [it] that extra special attention. […] Why wouldn't we do it? It was an easy decision for us.
Truliant Federal Credit Union
Member Pulse Participating Credit Unions
