Credit unions are increasingly turning to digital innovation to deepen member relationships and strengthen their portfolios. A recent case study featuring Securityplus Federal Credit Union, an institution with over 85 years of history, provides insights into how targeted marketing automation can deliver rapid, measurable business impact.
This article explores how Securityplus Federal Credit Union turned member data into growth and engagement.
The Core Objective
The primary goal for Securityplus was clear: accelerate auto loan growth through a sophisticated, data-driven approach. By partnering with Prisma Campaigns, the credit union sought to move beyond broad-spectrum marketing toward a model that reaches members at the precise moment they are ready to engage with personalized messaging.
Overcoming Modern Marketing Challenges
Before the implementation of this automated flow, Securityplus faced several hurdles common to many financial institutions:
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Traditional Channel Limitations: They experienced limited conversion rates from their existing, non-automated channels.
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Engagement Gaps: Digital engagement was fragmented, leaving the team with limited visibility into the end-to-end conversion process.
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Scalability: There was a pressing need to scale their outreach to over 31,000 members without significantly increasing the manual workload of their marketing staff.
A Multi-Touch Solution
To address these issues, Securityplus deployed a three-email automated journey during a three-month period. This wasn't a "one-and-done" blast; it was a strategic flow that moved members who didn't initially engage into automated follow-ups. The team used A/B testing to refine subject lines and integrated clear Calls to Action (CTAs) that directed members directly to the online application.
Remarkable Results
The data from this campaign underscores the power of demand shaping through digital levers. The auto loan campaign alone generated $10.85 million in total loan balances.
However, the impact extended far beyond the initial target. The campaign indirectly drove $31.37 million in additional sales of non-auto products, proving that consistent, personalized engagement elevates the entire brand.
Beyond Auto Loans: The Mortgage Surge
The success of the auto initiative created immediate momentum for a follow-up mortgage campaign. Running for six months, this five-email journey saw striking early results: by the end of its first month, it had already driven mortgages totaling approximately $10 million in balances.
In fact, the campaign was so effective that the mortgage team reached full operational capacity. This forced a strategic "pause" on other marketing channels, highlighting a unique lesson: automation doesn't just increase volume—it helps institutions identify and test their operational bandwidth.
Conclusion
As SecurityPlus noted, it helps when the right platform is more than just a tool and is a "service-driven partner". By embracing automation, Securityplus FCU successfully traded manual effort for precision, resulting in $10.85 million in direct auto loan production and an additional $31.37 million in influenced loan balances in just a few months.
Read the case study to see the complete breakdown of Prisma’s work with Securityplus Federal Credit Union.
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