“Every member should feel that the experience was built for them, because it was.” That’s how Grant Karsas, Vice President of Digital Experience at Travis Credit Union, describes the credit union’s new website. Finalytics.ai, the behavioral intelligence and personalization platform for community banks and credit unions, announced the launch today.
Here’s what changed. Until now, a first-time account holder and a family shopping for an auto loan would have landed on the same page. Now the Travis site works out what each visitor is trying to do and adjusts the content, offers and next steps to match.
A branch visit, rebuilt for the browser
Think of a good neighborhood restaurant. The server doesn’t hand every table the same dish. They ask a question or two, notice what you’re after, and steer you toward the right thing. Most websites work more like a buffet line, where everyone gets the same tray and has to fend for themselves.
Travis wanted the server. The idea behind the project is that no two of its 280,000 members are in the same place financially. In a branch, a Travis team member listens first and then helps. The personalized site carries that habit online.
What members will notice
The changes are small and practical:
- A young adult researching a first credit card sees plain-language guidance on building credit, not a wall of products.
- A family comparing auto loans sees the rate, the monthly payment and a clear path to pre-approval.
The result is less hunting and more getting things done.
How it works
The Finalytics platform reads what someone is looking for from how they move through the site, then updates the content, offers and next steps accordingly. Finalytics also supports the Travis team with the copy, offers and reporting behind the experience. Success is measured in the outcomes that matter to members and the credit union alike: accounts opened and loans funded.
Craig McLaughlin, Founder and CEO of Finalytics.ai, credits Travis for how the project was approached. “Travis started from the member’s point of view and worked backward,” he said. “The question was never what the technology could do, it was what a member standing in front of us would need, and how the website could answer that first. That is the right way to think about personalization, and the Travis team held us to it.”
What’s next
The personalized experience is live now across Travis’s website. The credit union plans to keep refining it based on how members actually use it, so the site should keep getting sharper at meeting people where they are.