The campaign generated more than $7.2 million in certificate balances, achieving 275% stronger results than non-targeted efforts.
Certificates became one of Platinum’s leading products for the period, outperforming other deposit and loan categories in both adoption and total balance added.
- Generated more than $7.2 million in certificate balances
- 275% stronger results than non-targeted efforts
Platinum Federal Credit Union had seen success with traditional marketing efforts but wanted to take a more data-driven approach to member participation growth.
The goal was to determine whether using predictive analytics to identify high-propensity members could improve campaign precision and performance, moving away from manual targeting and toward automated, insight-driven execution.
Before Vertice AI, identifying the right members required manual list pulls, one-off audience logic, and often times back-and-forth requests between teams. Platinum wanted a more automated, scalable, and repeatable method to build targeted audiences.
The central question: Could data intelligence help Platinum uncover new growth potential and strengthen member engagement?
In one initial initiative leveraging Vertice AI, Platinum launched a summer targeted Certificates Campaign, leveraging AI-powered segmentation to identify and reach members most likely to open certificates.
The strategy included:
• Propensity-Based Targeting: Focused on members with the highest propensity scores for Certificates, representing strong likelihood to open a certificate.
• Life Stage & Generation Segmentation: Targeted specific cohorts (e.g., Young Adult/Family, Recessionists, etc.) to align product outreach with real financial behavior.
• AI-Driven Opportunity Modeling: Using AI to refine their audience to better target members that are most likely to engage.
The results of Platinum’s first Vertice-powered Certificate campaign delivered a clear success story and an early proof point in Platinum’s broader transition toward data-driven member engagement.
• 6,878 Members Targeted
• 148 Certificates Opened
• $69,697 Average Balance Added
• $7,248,470 Total Balance Added
Following the success of this first Vertice-powered Certificate campaign, Platinum expanded its use of AI targeting for subsequent deposit campaigns.
In the months that followed, Platinum launched additional campaigns using Vertice, each performing even better than the first and becoming some of the strongest campaigns of the year. Across multiple launches, they consistently generated significant increases in both new accounts and total balance growth.
“Vertice AI gave us the ability to understand our members’ behaviors in a whole new way. By using data to target members most likely to engage, we were able to deliver more relevant offers, grow deposits faster, and strengthen relationships with the people we serve.”– Kabir Laiwalla, CEO, Platinum Federal Credit Union
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