From data to deposits: Credit Union of Colorado's proactive offers

How do you stand out in a sea of generic marketing noise? For Credit Union of Colorado, the answer wasn't louder messaging, but using data in a smarter way.

This article describes how, by pivoting from traditional broad-reach tactics to a "proactive offers" strategy, the institution increased engagement.

The Challenge: Moving Beyond the "Email Blast"

Like many financial institutions, Credit Union of Colorado recognized that traditional, one-size-fits-all marketing was losing its effectiveness. They needed a way to understand better their members' unique financial journeys to deliver resources that actually mattered to them.

A specific pain point was "held-away assets"—members who utilized the credit union for basic banking but kept their significant savings at larger, outside institutions. Therefore, the key was to identify these specific members and present a compelling reason to consolidate their funds without being intrusive.

The Solution: Proactive Offers backed by data

To execute their vision, Credit Union of Colorado partnered with two key players: FinGoal and Prisma Campaigns. This collaboration allowed them to bridge the gap between raw data and actionable outreach:

• FinGoal provided the way to surface deep insights from member transaction data and spending habits.
• Prisma Campaigns provided the delivery engine, using those insights to trigger personalized, timely messages through automated journeys.

Following this approach, their High Yield Savings offer was not set to their entire database. Instead, they used transaction and behavior data to identify only those members currently holding deposits at large banks. Prisma Campaigns then ensured the outreach was delivered at the "right time" in the member’s digital journey, making the offer feel like a helpful suggestion rather than a cold sales pitch.

The Results: Increased conversions and ROI

The shift toward insight-driven targeting yielded immediate and measurable success. The precision of the High Yield Savings campaign proved that when the right message reaches the right person, conversion follows naturally.

The key performance metrics from this initiative include:

• $1.25M in New Deposits: The targeted campaign successfully convinced members to move significant assets back to the credit union.
• 29% Lift in Conversions: By focusing on members most likely to be open to better savings options, account opening rates soared.
• 9X ROI on Loan Accounts: The efficiency of these proactive offers delivered a massive return on investment, proving the long-term viability of the data-driven model.

Conclusion

Credit Union of Colorado’s success demonstrates that the future of banking is personal. By leveraging transaction data to solve real member problems, like finding a better interest rate for their savings,  they haven't just increased their deposits; they’ve strengthened member primacy and built lasting momentum for the future.

Read the case study to see the complete breakdown of Prisma’s work with Credit Union of Colorado.

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