Turning Data into AI-Driven Personalization to Help Members Prosper

Marty Pell, President & CEO, Wellby Financial

Personalization has become essential in financial services. 

Members want support that feels timely, relevant and aligned with their financial lives, whether they’re visiting a branch, logging in online or interacting through digital channels. For credit unions, this is an opportunity to find new ways to listen, engage and deepen relationships. 

Many institutions are focused on competing at scale and volume, but credit unions have always stood apart for their commitment to personal guidance and member-first support. Delivering on that promise requires a thoughtful approach to scalable engagement and personalized support, ensuring members feel valued, understood and seen at every interaction.

At Wellby Financial, our priority is helping members build, grow and thrive through ​what we call the Wellby Financial Path to Prosperity. It’s our way of supporting members’ long-term financial well-being through personalized tools, helpful resources and competitive, high-quality products that meet them where they are. By pairing a strong data foundation with AI-driven intelligence, we gain actionable insights that allow us to provide intuitive guidance, turning opportunities into action while staying grounded in the trust members place in us.

Most credit unions understand their membership well, but the challenge is turning that knowledge into timely, relevant guidance for individual members. Too often, critical information lives in disconnected systems, reports and channels that don’t talk to one another. Without a unified view, it is difficult for teams to know what matters most in the moment to meet member needs.

No less, the call for personalization is clear: 71% of consumers expect tailored interactions, while 76% express frustration when experiences feel generic or disconnected from their needs. Credit unions are also navigating a challenging economic environment with margin pressure and heightened competition for deposits and wallet share. With membership growth slowing for many credit unions, keeping existing members engaged and satisfied is more important than ever.

Data, when used intentionally, becomes a lens for insight rather than just a mountain of numbers. Wellby uses this intelligence to surface life events, financial behaviors and moments where personalized guidance can make a real difference, while remaining rooted in the commitment to use that information thoughtfully and with care. Employees equipped with the right insights can engage proactively, whether that means helping a member take the next step to save for an emergency fund, explore an auto loan or plan for a child’s college fund. 

Moving beyond static, backward-looking reports gives teams real-time clarity into where a member is on their journey and how to provide support will help them move forward in ways that feel both meaningful and respectful. Thoughtful personalization strengthens relationships, drives engagement, supports retention, expands wallet share and reinforces the cooperative values that have always defined the credit union model.

At Wellby, personalization is part of our commitment to supporting members’ financial well-being. Our goal is not simply just to increase outreach volume; it’s to ensure every engagement is tailored to deliver the right solution at the right time, in a way that reflects each member’s needs and priorities while honoring the responsibility that comes with using their data.

Our “Next Best Offer” framework acts like a virtual team member, continuously analyzing data to identify the most relevant next steps for each individual. It delivers personalized guidance and product recommendations based on real behaviors and financial patterns, helping members take meaningful action without adding headcount or increasing employee workload. This work is done within a secure, carefully managed environment, ensuring that insights are used responsibly and only in ways that serve the member’s best interest.

This approach has transformed how we engage. Marketing campaigns are coordinated, data-driven and targeted across emails, in-app messages and push notifications. For example, members who recently increased their savings might be guided to open a high-yield savings account, those carrying credit card balances may be directed to low-interest consolidation loans, and members nearing major milestones, such as buying a home, could be introduced to mortgage products or home equity solutions.

By linking behavioral trends to specific offers, we ensure that every interaction is personal, actionable and designed to strengthen the member relationship. Messaging resonates, guidance feels timely and members are empowered to take steps that support both their financial goals and their relationship with the credit union.

Data-driven insights have amplified Wellby’s member-centric approach and led to measurable results. In 2025, we executed 205 targeted campaigns and saw a significant number of unique members opening targeted products as a direct result of AI-informed outreach. Lending impact was also notable as AI-powered campaigns influenced 39% of all new loans. In total, AI-driven engagement contributed approximately $144 million in combined balance deposit and loan growth.

Beyond metrics, our teams engage with more confidence and purpose. Campaigns powered by predictive insights act as an extension of our team, surfacing relevant opportunities and supporting more meaningful conversations. Personalization hasn’t replaced the human touch; it amplifies our ability to connect authentically and provide guidance at the right moments across digital, phone, and in-person interactions.

Credit unions are built on a philosophy of People Helping People, providing guidance rooted in trust and understanding. Today, members expect that guidance to be relevant, consistent, accessible across every channel and delivered with the high level of care and oversight they expect from their financial institution.

Wellby’s experience shows that personalization works best when it is rooted in the member-first mission and thoughtfully applied. Technology should enhance the cooperative identity that sets credit unions apart, helping each member build a strong financial foundation. When used responsibly, data and AI allow us to better understand members, deliver meaningful support and do so in a way that respects both their goals and their privacy.

Thoughtful use of data and predictive insights can modernize service delivery without sacrificing the relationships at the heart of the credit union model. When relevance supports relationships, personalization becomes more than a strategy. It becomes a catalyst for deeper engagement, stronger loyalty, and sustained member prosperity.