Walking alongside their members, Community Financial Credit Union has eyes on how it can support Michiganders in every season of life. Community Financial is a full-service financial institution headquartered in Plymouth, Michigan. Since 1951 it has grown to 14 branches, soon to be 16 in 2025, in Southeast and Northern Michigan and $1.6 billion in assets serving over 85,000 members. Community Financial is deeply rooted in the communities it serves, offering programs and partnerships like student-run credit unions, H-Open Affordable Housing loans, and more.
Read more about the Case Study below:
Historically, Community Financial relied on broad marketing campaigns that lacked personalization. Marketing leadership identified shifting towards a data-driven approach was the goal but lacked the specialized data science resources required to make the most of the existing data warehouse that the in-house business intelligence (BI) team had created.
The core challenge for Community Financial was: How could they harness their robust data resources to deliver personalized member experiences, without overburdening their existing marketing and BI teams?
Community Financial partnered with Vertice AI, leveraging its AI-powered member growth solution to bridge the gap between their BI resources and marketing capabilities. Vertice AI provided a seamless solution that allowed the marketing team to tap into their existing data assets and uncover actionable insights, without requiring the expertise of a new team of data scientists.
Vertice AI’s intuitive interface empowered Community Financial’s marketing team to become self-sufficient in executing personalized, data-driven campaigns. The platform’s powerful machine learning capabilities provided automated recommendations, enabling Community Financial to efficiently scale their personalized member engagement efforts, while demonstrating to the credit union at large a successful utilization of AI.
• The first campaigns for checking accounts and certificates generated over $560,000 in new money deposits.
• Vertice AI produced a comprehensive opportunity list, identifying key members for CFCU’s direct deposit growth and “skip a pay” programs.
• Ability to track the growth of new certificates compared to last year in near real-time during a new special promotion campaign and understand what type of members were taking this product. This type of insight wasn’t easily available before Vertice AI.
• Real-time insights enabled mid-campaign adjustments. For instance, during a direct deposit campaign, Vertice AI revealed that Gen Z members were overperforming by 12.5%, while Baby Boomers were underperforming by 5.92%, allowing for immediate refinements in targeting and messaging.
Community Financial saw immediate and measurable results within just a few weeks of using Vertice AI
• Automated workflows that streamlined marketing execution, saving valuable time and resources.
• Actionable recommendations tailored to each member’s financial journey, enhancing personalization.
• Real-time campaign performance tracking, allowing dynamic adjustments to maximize impact.
“Tapping into the power of AI is key to building deeper relationships with our members today. By partnering with Vertice AI, we are transforming how we offer personalized service to our members. This aligns with our commitment to enhancing the financial well-being of every member,” said Danielle Milner, Chief Experience Officer of Community Financial Credit Union. “Our strategic partnerships are always about delivering greater value to Michiganders, and Vertice AI helps us deliver on that promise in a meaningful way.”