Small Texas Credit Union Embraces AI-Driven Member Marketing

A small credit union in Texas is thinking big when it comes to working toward the goal of better serving and growing its membership. 1st University Credit Union ($17.1 million, Waco) announced Tuesday that it had partnered with Vertice AI, an Atlanta-based provider of business growth technology solutions specifically targeting credit unions. Vertice AI leverages machine learning and AI to deliver predictive insights that enable organizations to make data-driven decisions and optimize business outcomes, according to the announcement.

Also joining the partnership is the Raleigh, N.C.-based advertising consultancy Seez, which will utilize 1st University’s member insights, combined with market analysis and the credit union’s value proposition, to identify growth opportunities and develop targeted campaigns to drive deeper product penetration and tangible growth, the announcement said.

1st University EVP Marketing and Relationship Management Shelley Carlson stated: “The collaborative power of Vertice AI technology, combined with Seez’s expertise in member growth strategies, is undeniably a game changer for the future of 1st University. We’re excited to pave the way for enhanced member experience, deeper community integration and setting new benchmarks in credit union growth.”

Vertice AI CEO Mitch Rutledge added, “The partnership between Vertice AI and Seez is a groundbreaking fusion of technology and strategy. By aligning our technological prowess with Seez’s insightful growth methodologies, we’re crafting a tailored approach that’s designed to enhance 1st University’s member experience and drive unprecedented growth. This is about more than innovation; it’s about creating long-term value for 1st University’s member community.”

The three organizations said they plan to launch several initiatives over the coming months in alignment with their shared vision of bringing relevant and impactful solutions to both 1st University members and Waco residents.

The partnership news followed an announcement earlier this month that Wellby Financial, a $2.6 billion credit union based in Houston, joined forces with Vertice AI to better understand and serve its members’ financial needs by leveraging the tech company’s predictive analytics tools.

Wellby Financial explained that Vertice AI’s ML algorithms analyze member data including transactional history, account information and other pertinent financial data, which will enable the credit union to foresee member needs and offer targeted financial products and services.

“Our purpose is to help people prosper, and our partnership with Vertice AI will strengthen our ability to do just that,” Wellby Financial President/CEO Marty Pell stated. “By harnessing the power of predictive analytics, we can provide our members with more personalized advice for their unique financial journeys, truly helping our members and our community prosper.”