Since 1936, the Los Angeles Police Federal Credit Union (LAPFCU) has been dedicated to serving law enforcement and their families. To deepen these relationships in the digital age, LAPFCU moved beyond its single welcome email and sporadic outreach. The credit union implemented a new strategy: personalized, automated email journeys designed to connect its members with relevant financial solutions.
This article explores how LAPFCU built targeted campaigns for new member onboarding and bill pay adoption, turning member data into impressive growth and engagement.
The Challenge: From a Single Email to a Lasting Relationship
Previously, LAPFCU’s onboarding process consisted of a single welcome email. This approach didn't effectively showcase the full suite of products and services available, leading to missed opportunities to meet members' specific financial needs. Recognizing this gap, the credit union sought to build a foundational system that would not only welcome new members but also guide them toward valuable financial solutions from day one.
The solution was a comprehensive New Member Onboarding Journey powered by Prisma Campaigns. This automated, multi-touch email campaign uses data-driven triggers to tailor product recommendations for each individual. Over six months, new members receive a series of eight emails introducing them to LAPFCU’s offerings. During this foundational period, members are exclusively part of the onboarding journey to ensure a focused and seamless experience.
The results from the first six months (September 2024 - March 2025) speak for themselves:
- Auto Loans Funded: 114 (6.4% of members in the journey)
- Personal Loans Funded: 158 (8.9% of members in the journey)
- Second Mortgages Funded: 34, increasing the funding rate to 1.9% from 1.5% pre-campaign
- Average Loan Balance: A 9% increase in average loan balances compared to members who joined before the journey was implemented.
Driving Deeper Engagement with Bill Pay
Building on the onboarding success, LAPFCU targeted another key area: bill pay adoption. Members who use bill pay are more loyal and less likely to leave their credit union. The challenge was that many members were either unaware of the feature's benefits or still preferred traditional payment methods.
LAPFCU replaced its sporadic, manual outreach with a targeted, automated Bill Pay Journey. This campaign emails members who have a checking account but are not using the bill pay feature, educating them on the benefits and providing step-by-step setup guidance. The results were immediate. The campaign, which had a remarkable 59% open rate, successfully converted 242 members to bill pay users in just three months.
A New Era of Member Communication
By implementing these automated journeys, LAPFCU has fundamentally enhanced the member experience. "PRISMA has reshaped and truly elevated the way we handle digital marketing by turning creative ideas into impactful automations that keep members engaged", said Alexandria Buchanan, Digital Marketing Specialist.
The new approach has not only driven measurable growth in product adoption but has also boosted internal efficiency, allowing campaigns to launch in weeks instead of months. By turning member data into action, LAPFCU is building stronger, long-term relationships and ensuring its members continue to find immense value in their credit union.
Read the case study to see the complete breakdown of Prisma’s work with Los Angeles Police Federal Credit Union.
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