OneAZ Credit Union - Case Study

OneAZ is one of the largest credit unions in Arizona with 200,000 members. OneAZ is a standout financial institution serving all of Arizona and dedicated to serving Arizonians with a member-first approach. OneAZ serves a critical role in communities throughout Arizona through charitable giving, grants, and volunteering.​

The Challenge

OneAZ was heavily focused on digital growth. The executive and management teams wanted to make sure that the digital growth was implemented as efficiently as possible and that OneAZ’s digital marketing team excelled above industry averages in key metrics such as web application completion rates and cost-of-acquisition. The ambitious team partnered with Finalytics to utilize the platforms full funnel reporting for marketing and personalization. The teams worked together to quickly roll-out a personalization roadmap to help achieve big improvements in digital marketing KPIs. ​

The Solution

To improve the efficiency of digital advertising, grow conversion rates with new members, and deepen relationships with existing members OneAZ and Finalytics deployed an industry leading mutl-tier personalization strategy on the digital channel. Below are example of some of the personalization tiers. ​

1. Geo-Personalized Experiences for Prospects/Members in communities across AZ​

OneAZ focuses heavily on community support. The personalization is used to show local imagery and content to individuals in communities from Tucson to Verde Valley to Flagstaff to Phoenix and beyond. ​

2. Funnel Abandonment and Re-Capture​

OneAZcu.com uses Finalytics personalization to target visitors that have abandoned a product application and provide an easy path to finishing the application. ​

3. Product Research Behaviors and Intent​

To improve the website’s ability to convert visitors into applicants and improve the conversion rates of advertising campaigns, Finalytics picks up on key behaviors and advertising variables to personalize content and better promote products. ​

4. Digital Banking Data – Upcoming Phase​

In the next phase, OneAZ will use anonymized digital banking data to target product promotions. Both product and transaction data will be used to personalize which products are promoted and how they are promoted. ​

​The Results

Integrating Finalytics.ai’s AI-powered personalization platform substantially increased the OneAZCU.com digital channels ability to drive product awareness and increase completed/approved applications.​

The full member journey reporting has allowed OneAZ team members to see further into the performance of personalization as well as other areas such as advertising performance and content performance by gauging success by approved/funded applications. ​

• Visitors seeing personalized messaging were >3X more likely to click into product content over benchmark visitors. ​
• Visitors seeing personalized product promotions had a >2.5X conversion rate over the benchmark visitors. This resulted in thousands of more completed applications over 12 months, achieving a positive ROI in less than 6 months. ​

Key Takeaways

OneAZ is an industry leader in personalized digital marketing. The OneAZ team was able to achieve and demonstrate ROI within the first 12 months of implementation with full funnel reporting. The advertising initiatives were able to reduce their cost-of-acquisition with improved conversion rates. Prospects and members have a more relevant experience that shows them personalized geo imagery and content. In the early phases, OneAZ achieved industry leading brand experiences with personalized content, improved digital conversion rates high above peer averages, reduced the cost of acquisition in digital advertising, and implemented a full member journey solution allowing OneAZ to optimize personalization techniques, digital advertising, and content performance. OneAZ also was able to establish a long-term personalization strategy to establish the credit union as the leader in personalization amongst financial institutions in the great state of Arizona. ​

About OneAZ Credit Union

OneAZ Credit Union, established in 1951 and headquartered in Phoenix, Arizona, is a member-owned, not-for-profit financial institution dedicated to serving the financial needs of Arizonans. With over 20 branches statewide and assets exceeding $3.3 billion, OneAZ offers a comprehensive range of services, including savings and checking accounts, consumer loans, mortgages, credit cards, and investment options. What sets OneAZ apart is its commitment to returning profits to members through competitive rates, lower fees, and reinvestment in advanced banking technology. The credit union is deeply rooted in the community, supporting local nonprofits and initiatives via the OneAZ Community Foundation, which awards grants to organizations across the state. Recognized by Forbes and Newsweek as one of Arizona’s top financial institutions, OneAZ continues to prioritize personalized service and community engagement, making it a trusted partner for its members.

About Finalytics.ai

Silicon Valley-based Finalytics.ai is the banking platform that can apply real-time big data and machine learning to create a segment-of-one experience that addresses the unique needs of consumers. The Finalytics.ai platform dynamically segments incoming information from multiple sources concerning an individual and then presents curated content unique to that person. This capability allows institutions to compete more effectively, drive member and customer acquisition and improve retention.

Learn more about finalytics.ai