Credit Union Sees Long-Term Success with Data-Driven Engagement Strategies
Established in 1955 as the Naval Employees Corpus Christi Federal Credit Union and rebranded as Rally Credit Union in 2023, the financial institution has faced ongoing challenges like a lower-than-average credit bureau score among members and limited success with traditional credit cards. Offering high-interest credit cards wasn’t in the best interest of members or the financial institution. So, Rally looked for an alternative way to deliver a win-win scenario for members and the credit union, driving usage, engagement and long-term relationships.
In 2010, Rally implemented CSI’s Velocity Account Revenue Solution® (ARS) — a program designed to encourage debit card usage and other account activity using data-driven insights. Over the years, ARS has provided Rally with critical insights, allowing them to track and enhance account engagement, which has led to significant increases in revenue.
Approach
From the beginning, Rally focused on executive buy-in, staff engagement and data-driven decision-making. Working closely with CSI’s Velocity team, the credit union ensured success through:
- Thorough onboarding and new-staff training to set the tone of the importance of the programs.
- Staff training around Reg E opt-ins to ensure clear communication and compliance.
- Data-driven insights from in-depth reporting that allow Rally to track branch performance, optimize debit card adoption and help clarify and justify the results of the program.
- Ongoing support for frontline staff to reinforce the debit card activity’s role in member retention.
- White-glove service that delivers direct, personalized support whenever Rally needs it.
Results
With ARS in place, Rally has seen remarkable growth:
Rally COO Cyndy Ramos notes that the credit union’s large base of heavy users provides a steady revenue stream through interchange income, making it a primary driver of account activity. This reliable income, combined with stickier member relationships, has allowed Rally to continue investing in technology, new branches and enhanced member services.
Conclusion
With its long-term, continuous success using ARS, Rally proves that sustainable growth can be achieved with the right partnership, using data strategically paired with the right programs to increase member engagement.
“It’s not just a product or service,” Ramos said. “It’s the entire program and partnership that makes it a huge value for me.”