Alliant Credit Union: A renowned financial institution digitizes onboarding to drive revenue

Alliant Credit Union: A renowned financial institution digitizes onboarding to drive revenue and quickly engage new customers

52%

of those emailed downloaded the Alliant mobile app

5%

went on to make a mobile deposit

2%

opened a credit account

“With so many new members coming in through digital channels, we needed a CRM platform that could improve our process efficiency and grow with our business needs. Marigold Engage gives us the comprehensive, single view of the customer that our marketers need, and the ability to scale our business with personalized engagement.”

Allison Videtti
Director of Marketing, Alliant Credit Union

The challenge

Alliant Credit Union’s analog onboarding relied on direct mail that reached members 7–10 days after account creation, creating friction and delays. They needed a faster, digital-first process to drive engagement with banking tools and boost new-member satisfaction.

The strategy

Using Selligent by Marigold, Alliant launched a four-part automated welcome email series. The campaign simplified onboarding, encouraged mobile app adoption, and cross-sold relevant products at the peak of new-member excitement.

The results

The new journey generated immediate impact, driving 52% app downloads, 5% mobile deposits, and 2% new credit accounts in the same timeframe their old direct mail would have just arrived.

The challenge

When it came to supporting their ambitious member growth and digital banking goals, Alliant Credit Union realized that their existing, analog onboarding process led to friction points, time delays, and a generally tedious customer experience.

Their original onboarding process involved a slow, antiquated direct mail campaign that new members received 7-10 days after creating new accounts. Moving forward, Alliant Credit Union looked to increase the speed of engagement and strengthen its customers’ connection to digital banking tools by:

  1. Creating a frictionless process of onboarding, making it easier and faster for
    new members to fully use their accounts
    from day one.
  2. Educating customers on digital banking tools, including cross-selling additional products like credit lines and personal loans.
  3. Capitalizing on new-customer excitement by encouraging mobile app downloads and emphasizing membership perks.

The strategy

Powered by Selligent by Marigold, Alliant’s newly digitized welcome campaign for new members was built around these key concepts:

  • Simplified onboarding: Alliant automated a four-part welcome email campaign to address new member pain points, educate them on products, and onboard them quickly. Not only does the process help build customer trust and loyalty, but reducing pain points and friction also increases digital banking adoption, and improves net promoter scores (NPS) and depth of wallet.
  • Personalized journey mapping: The automated onboarding email campaign now uses personalized content marketing to drive new members to digital banking channels, engage them in alternative products (based on their existing products), and cross-sell additional products at the height of their excitement about joining Alliant.
  • One step at a time: Onboarding now means funneling customers into a carefully crafted journey: first, an email nudging online account activation, then a second email to prompt downloading the Alliant mobile app – unless profile data in Selligent by Marigold indicates that members have already done so. Emails three and four complete the education with tutorials on digital banking tools and cross-selling offers for products the customer has not yet purchased.

Results

The new onboarding journey quickly outperformed the old direct mail process, delivering results in the same timeframe it once took for mail to arrive.

Within days, Alliant saw measurable lifts: 52% of members downloaded the mobile app, 5% made a mobile deposit, and 2% opened a credit account.

The campaign addressed onboarding pain points, drove digital adoption, and strengthened customer trust while generating incremental revenue.

Industry
Financial Services
Marigold products
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Additional information

Alliant ranks as the one of the largest credit unions in the nation, serving 900,000 members nationwide with more than $19 billion in assets.

But wait, there’s more

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