A $900 million credit union located on the West Coast was having difficulty building and sustaining a comprehensive onboarding program. They struggled to effectively coordinate onboarding processes across varied member segments, products, channels, systems, and departments. Their internal programs lacked the reach, frequency and consistency necessary to successfully engage their new members.


The credit union engaged Onboardability to implement its automated, digital marketing program. Onboardability’s targeted approach delivers right-time, data-driven messages and hits the four effective stages of onboarding a new relationship.

Onboardability developed several custom-branded onboarding experiences specific to the channel in which the member joined including branch, digital and indirect lending. Since the program is turnkey, there was no system for the credit union to implement, no employee time had to be allocated to daily administration, creative resources were available for other projects, and all reporting was done for them.


After one year on the program the credit union experienced the following results for their new members segments:

  • On average, new members received 18 onboarding-related communications

  • 71% of website visits to product and service pages came via click-throughs of onboarding communications – 243% lift in activity

  • Product cross-sells nearly tripled, delivering a 178% increase

  • Overall, 19% of members added additional products after initial account opening process

  • First-year retention rates improved to 97%