Meritrust Credit Union (Meritrust) is a $1.9 billion asset credit union based in Wichita, Kansas that serves over 116,000 members with 14 branches throughout the Midwest. With data-driven marketing for financial institutions, their marketing team is empowered to deliver hyper-personalized marketing engagement that drives revenue.
Effective marketing for financial institutions starts with understanding your audience. With data analytics in banking powered by Alkami, the Meritrust team is able to tap into real-time member insights on demand. These data insights help Meritrust quickly build precise audience segments, ensuring that every campaign is targeted and relevant.
"When we wanted to create audiences based on the needs of the market, we would get lists that weren’t accurate due to uncleansed data. We spent a lot of time trying to get the basics. Now with Alkami, we have it all at our fingertips."
Emily Stewart, Director of Digital Marketing & Analytics, Meritrust Credit Union
Before launching a marketing campaign, Meritrust’s marketing team uses Alkami’s financial services marketing automation to identify who to target. Their previous targeting process took several weeks; now with Alkami, it takes under an hour. This data-driven approach allows Meritrust to optimize cross-selling opportunities, ensuring members receive personalized banking offers based on their actual behaviors.
"With Data & Marketing, what took weeks now takes minutes."
Leeah Webb, Growth Strategies Analyst, Meritrust Credit Union
Data insights built from predictive artificial intelligence (AI) have changed the way Meritrust is able to connect with members. They deploy curated audiences throughout their member communications: from financial services marketing automation to empowering frontline staff with real-time data. Predictive AI-driven targeting leads to measurable cross-sell success, whether it’s identifying members for home equity loans based on recent spending habits or sourcing candidates for certificates of deposit (CDs).
"We identified a list of CD product candidates using Alkami’s predictive AI model and emailed the product offer to these candidates. We were able to see that about 70% of the members that opened up CDs during that time were on the list."
Leeah Webb, Growth Strategies Analyst, Meritrust Credit Union
