270% lift in campaign conversion rates | 8% more products per member | $2M in new loan balances
Education Credit Union (ECU) is a $475 million asset credit union headquartered in Amarillo, TX, serving educators and the broader Texas Panhandle community. Known for its commitment to financial literacy and community development, ECU wanted to modernize how they attract new members and strengthen relationships with existing ones — without adding complexity or headcount.
Podcast:
Even with clear goals and deep community insight, ECU’s marketing efforts were slowed by dependency on outside vendors for segmentation and campaign execution.
• Targeted campaigns were difficult to launch quickly.
• Internal data pulls required multiple departments, creating delays.
• Lean marketing resources meant personalization at scale felt out of reach.
ECU partnered with Vertice AI to deploy the CORE and ACQUIRE modules, enabling the marketing team to:
• Pinpoint high-value prospective and existing members.
• Launch smarter, faster campaigns without vendor delays.
• Deliver the right message, to the right person, at the right time.
By automating segmentation and member scoring, ECU gained the agility to execute personalized campaigns on their own timeline — and with measurable impact.
• 270% lift in campaign conversion rates year-over-year.
• Nearly 1% average checking account adoption in targeted campaigns.
• 8% more products per member among Vertice-identified prospects.
• $2M in new loan balances and $250K in new deposits directly tied to Vertice-powered campaigns.
• Stronger cross-sell activity and higher digital engagement from targeted outreach.
• 2.5% Growth in Avg. Number of Products per Member.
• 11.2% Growth in Avg. Assets per Member
ECU’s early wins with Vertice AI have grown into a foundational capability supporting marketing, product, and member experience teams. With actionable insights at their fingertips, ECU can:
• Launch more high-performing, personalized campaigns.
• Guide product development based on real member behavior.
• Deliver the right offers and services at scale — without overburdening internal teams.
Vertice AI isn’t just an analytics tool — it’s ECU’s engine for smarter growth.
“Working with Vertice AI is transforming how we approach marketing. Our team is empowered to build smarter campaigns faster, and the results speak for themselves. Looking ahead, we see Vertice as more than just a marketing platform — it’s a strategic, organization-wide solution helping us align growth strategies with real member needs using the data we already have.”— Tiffany Sharpensteen, Vice President of Marketing, Education Credit Union
Full Case Study