When Security Plus Federal Credit Union refreshed their brand identity, their vision was to modernize their member experience, including how they welcome new members. Their onboarding emails needed to reflect their fresh identity, resonate with a younger generation, and still feel authentic to long-standing members.

In a partnership with Strum Platform, we crafted a series of custom, evergreen welcome emails, versioning out relevant subjects by generation. We tailored both the content and visuals to appeal to each audience - because a Gen Z member planning their financial future has different needs than a Boomer planning retirement.

The results in just 90 days:

• 23 direct new accounts opened from the email series, spanning checking, credit cards, HELOCs, and savings, with $85K in new balances

• 63 certificates opened by members who received and opened the welcome email

• 14 additional retail loans from the same group

• 5 new auto loans

• 199 total new accounts opened among email recipients

• A total of $3.4 million in new balances

With compelling copy and refreshed designs, combined with marketing automation and personalization from Strum Platform - this onboarding experience has already begun creating an enhanced experience with new members, laying the groundwork for stronger long-term relationships.