Founded in 1951, ELGA Credit Union has grown from serving Consumers Energy employees into a leading community financial cooperative dedicated to “people helping people.” With a long tradition of personal service, ELGA CU continually explores new ways to deepen relationships and deliver meaningful financial solutions across its Michigan communities.
• Today ELGA CU serves more than 100,000 members
• Manages Over $1.6 Billion in Member Assets
In Fall 2025, ELGA CU launched its “90 Day No Pay” direct auto-loan promotion to drive loan growth and community visibility. The campaign used a mix of mass-media marketing channels including billboards, radio, Spotify ads, and in-branch signage to reach a broad audience of members and non-members throughout the region.
While community-wide marketing built campaign awareness and brand recognition, ELGA CU’s team wanted to do more than send non-targeted messaging into the “black hole” of general advertising. They asked:
How could they strengthen in-house conversions by layering a personalized, targeted, and data-driven communication strategy on top of their general broad marketing—focusing the messaging on the members most likely to adopt?
To complement its mass-media outreach, ELGA CU leveraged the Vertice AI solution to identify and personally engage members with the highest likelihood of opening a direct auto loan.
Using Vertice AI’s predictive modeling, ELGA CU created a targeted email list of 13,890 members, those with middle-to-high propensity scores, stronger engagement histories, and relevant life-stage indicators such as Young Adult/Family or Retired Household.
• ELGA CU identified and personally engaged members with the highest likelihood of opening a direct auto loan
• Leveraging the AI-powered recommendations of Vertice AI, ELGA CU created a targeted email list of 13,890 members
• This allowed ELGA CU to test how adding precision targeting and personalized outreach could amplify results
The targeted campaign delivered significant performance gains, validating the effectiveness of data-driven personalization. By layering Vertice AI-driven targeting onto ELGA CU’s mass-media campaign, the credit union achieved a dramatic increase in conversion and overall portfolio growth, far outperforming the results generated by broad awareness marketing alone.
Within the first 30 days, the campaign was achieving great results.
• $26,847 – Average Balance Added
• $5,772,149 – Total Balance Added
• 226 – Applications Opened
The success of ELGA CU’s “90 Day No Pay” initiative showcased the power of pairing mass-media reach with Vertice AI-enabled precision targeting. Encouraged by these results, ELGA CU is taking the next step in its evolution applying data-driven insights across every touchpoint of the member experience.
From new member onboarding to ongoing financial guidance and community outreach, Vertice AI is helping ELGA CU bring personalization and purpose into every interaction.
“Vertice AI has allowed us to truly understand our members on a deeper level. By using data-driven insights, we’re able to reach the right members with the right products, helping them improve their financial health while driving meaningful growth for ELGA Credit Union.”– Marnie Mogford, Marketing Strategist, ELGA Credit Union
Full Case Study