Digital personalization for credit unions and community banks
Treat every visitor as if you know them.
From first visit to funded account, Finalytics helps you level the playing field with fintechs like Chime and SoFi: one connected loop that starts on your own site and extends wherever your visitors show up next.
Personalized
- 01 Before the login Personalizing the unauthenticated shopping experience for members and prospects in real time
- 02 As they apply Remembering their state and helping them complete the journey
- 03 In digital banking Continuing the conversation with real-time account data for true next-best product personalization
- 04 Closing the loop From click to funded account, know what’s funded, what’s working, what to optimize and where to focus.
Before a first sign-in: from behavior on the site. Never a name or an account number. Illustrative.
Credit unions from Hawaii to New York run Finalytics
Where your growth comes from
The next generation does not start in a branch. They are shopping your site.
Your growth now depends on people who shop online before they visit a branch or call.
Big technology companies made this play familiar: an experience that fits each person's situation, at the moment of need. Finalytics brings it to credit unions and community banks.
Measured on first visits
11.2x the rate of completed applications on personalized first visits, against non-personalized first visits, for one of our clients.
Illustrative
01 Before the login
Third visit this month. Viewed auto loan pages.
Win the shopper.
The page leads with what this visitor came for, from content you approve. That is the step from shopper to applicant.
02 As they apply
Left an application at step 3.
Keep the applicant.
A stopped application need not be lost. The next visit offers a way back to that step, not to the beginning.
03 In digital banking
Holds an auto loan. Signs in every week.
Grow the relationship.
After launch, what you share from digital banking comes back to all three screens. The next offer need not be the loan they already hold.
It runs both ways. What a visitor does before sign-in shapes what they see after it. What they do after it shapes their next visit.
Illustrative. Before a first sign-in: from behavior on the site. Never a name or an account number.
Who we are
A digital personalization platform for credit unions and community banks
From the first visit through the application to the funded outcome, Finalytics understands who is visiting and where they came from, determines their behavior and needs, makes real-time changes based on that behavior and those needs through to application submission, and then measures the results.
20
credit unions run Finalytics today, 10 of them above $4 billion in assets.
100M+
sessions across the network, and 38 live integrations across five platform types.
4.5x
At one credit union, personalized sessions completed applications at 4.5x the rate of non-personalized sessions.
Finovate Best of Show, two years running
Voted by the audience at FinovateSpring 2025 and again at FinovateSpring 2026.
References from current clients on request.
Delivered as a service, proven against a control on your own site.
Why now
Win the next generation. Stay relevant to the people you already serve.
The pressure is on every side
Community financial institutions are squeezed by fintechs, by consolidation and by a shrinking share of each consumer’s financial life. Fintechs like Chime and SoFi see every user from the first tap to the funded account and act on it in the moment.
The next generation shops online first
They do not start in a branch or on the phone. They go to your digital experience to shop, and your future growth hinges on what they find there.
The people you serve expect to be known
Digital channels made banking more convenient, but the experience is generic where growth expectations are highest. Your members and customers want to see what fits their situation, not the page everyone gets.
Some now ask an AI assistant first
Some visitors ask an AI assistant before they reach your website. A visitor who arrives from one has already asked their question in full.
7 of 10
Only 10 of the 100 largest credit union websites changed their homepage for a visitor who had just looked at auto loans. 7 of those 10 ran Finalytics.Finalytics, The 2027 Credit Union Personalization Report (opens in a new tab)
The systems you already run each do their job. Why none of them closes this gap
Digital is where growth expectations are highest, and where the experience is most generic.
How it works
One loop, from the first visit to the funded outcome
How Finalytics works, following one first-time visitor.
Why your systems do not decide this today
Signals in
- Behavior and intent: pages, rates, searches, calculators
- Member context: what you choose to share
- Campaigns: source, campaign and channel
- Your products and rates: the content you approve
- Connectivity: 38 live integrations
Finalytics
You approve every piece of content.
- 1 Recognizes intent from behavior
- 2 Decides what each visitor sees
- 3 Recovers abandoned applications
- 4 Proves the funded result
Experiences out
- Your website
- The application
- Online banking
- Your CRM
- AI assistants, New
- Email and text, Next
Measurement and outcome
- Signal
- Experience
- Action
- Funded outcome
1
Recognizes
the visitor before sign-in and follows them into the application and online banking.
For this visitor
A first visit from a search, from a ZIP code near one of your branches. No form, no sign-in. The place, the source and the pages say: a newcomer.
2
Decides
what each visitor sees, session to session, from your approved content.
For this visitor
The main banner shows her nearest branch and how to join. On the checking page, the promotion and the call to action follow her.
3
Recovers
abandoned applications, with a way back to the step the applicant left.
For this visitor
She starts the membership application and stops at step 3. Her next visit offers a way back to step 3, not to the beginning.
Next: A message by email or text that brings the applicant back.
4
Proves
the funded result against a control, by channel.
For this visitor
Her completed application is counted, and the funded account arrives with your daily feed. Reported by audience and by channel.
Delivered as a service, with a few lines of JavaScript. Your team approves the audience and its content. Ours builds the experience, runs it and reports on it.
Where this is going: AI assistants before the visit, email and text between visits
One visitor, one loop. The control decides whether it worked.
On a real site
Real screens from five credit union websites
Each set follows one visitor’s path on a client’s own website, as its case study shows it. Choose a client, then a moment.
Intent is recognized
A shopper lands on the auto loan experience, with live rates and product pages shown as soon as behavior signals shopping.
Research is supported
The product page carries the research an applicant does before applying, across dozens of return visits.
Progress is kept
On the return visit the site recognizes the researcher and resumes where they left off: “We’ve saved your progress.”
- Client
- Mission Fed
- Personalization
- Car loan shopping and application
- Outcome
2.2x
conversion rate, personalized against non-personalized sessions. Across the whole program, not this journey alone.
Mission FedRead the case study
Screens of Mission Fed’s website, from the 2026 Finalytics case study. The rates are those of the day the screens were taken.
How we approach it
IllustrativePersonalization is planned into the page: zones, a default and variants
Changed: Main banner
Your next car starts here
Changed: Product promotion
Auto loans, new and used
Rate highlight
Auto loan rates, unchanged
Changed: Call to action
See auto loan rates
A variant changes what is in a zone, never the layout or the rate.
What Finalytics did
- Recognizes
- An initial visit, from a paid search for used car loan rates. No history, no form, no sign-in.
- Decides
- Rules on the source, the place, the device and the time put car loans first in each zone, from your approved content.
- Proves
- Views, clicks and applications are tied to this content. The same page is compared with its default.
Changed: Main banner
Your home equity options
Changed: Product promotion
Home equity line of credit
Rate highlight
Home equity rates, unchanged
Changed: Call to action
Start your application
A variant changes what is in a zone, never the layout or the rate.
What Finalytics did
- Recognizes
- Viewed the home equity pages on this visit.
- Decides
- Home equity leads in each zone, from your approved content.
- Proves
- Applications from this audience are compared with those of the sessions that saw the standard site.
Changed: Main banner
Pick up where you left off
Changed: Product promotion
Your auto loan application: two steps to go
Rate highlight
Auto loan rates, unchanged
Changed: Call to action
Finish your application
A variant changes what is in a zone, never the layout or the rate.
What Finalytics did
- Recognizes
- Started an application on an earlier visit and stopped at step 3.
- Recovers
- A way back to step 3, not to the beginning.
- Proves
- The completed application is measured against the control.
Zones, a default and variants.
Key templates carry zones: the main banner, a product promotion, a rate highlight, a call to action. Each has a default, and variants by audience, market and behavior. The layout stays the same.
Market as a layer.
If you serve more than one market, one site carries them all. The market changes the branch, how to join and the offer that leads, not the page.
Intent points.
Calculators, rate tables and forms are where a visitor shows intent. A rate viewed or a calculator result carries into the next step; an application left unfinished is a signal to bring the visitor back.
One page with more visitors: one in her own market, one on her way back to an application, and one first visit, decided step by step. It also holds two demonstrations and two visitors of what comes next.
What it never does
- Store names or account numbers
- Show content you have not approved
- Change a rate, a term or who may apply
- Take the page down: if Finalytics is unreachable, the standard page shows
Your approved content, in the zones the page already has.
Results
Personalized sessions completed applications at 4.5x the rate
At one credit union, same site, same months.
4.5x
November 2025 to May 2026. Personalized sessions are compared with non-personalized sessions on the same site in the same months.
11.2x
the same comparison for first-time visitors, who were 39% of sessions in the study.
94,000+
completed applications tracked across 20 credit unions.
Source: Finalytics, The Behavioral Intelligence Gap (2026).
The difference was wider for first-time visitors.
Case studies
Six credit unions. Six measured results.
Mission Federal Credit Union
Finding the loan shoppers inside routine banking traffic
2.2x
conversion rate, personalized against non-personalized sessions.
1st United Credit Union
Neighborly banking, carried into the digital channel
3.6x
conversion rate, personalized against standard sessions.
Apple Federal Credit Union
A brand built on personal service makes its website deliver it
2.1x
conversion rate, personalized against standard sessions.
Global Credit Union
Converting prospects across a five-state footprint
4.9x
completion lift for prospects, personalized against standard sessions.
OneAZ Credit Union
Converting prospects statewide in Arizona
2.5x
completion lift for prospects, personalized against standard sessions.
Statewide Federal Credit Union
Converting the prospects who make up most of the traffic
3.1x
completion lift for prospects, personalized against standard sessions.
Each number compares personalized sessions with standard, non-personalized sessions at that credit union, by its own measure. None is a result against a control group. Source: the 2026 Finalytics case study of each credit union. The case studies are separate from the study above.
At Global, OneAZ and Statewide, the lift for prospects was wider than for the other audiences measured there.
Reporting
Proven to the funded outcome.
From the source of the visit to the funded loan or deposit, the Finalytics dashboard gives you complete visibility into how your personalization performs. With optional full-funnel reporting, you see the whole path from visit source to funded loan or deposit.
Now you have visibility into your marketing activities: you can identify the campaigns and programs that work, drive marketing efficiency and start to optimize your marketing and advertising programs.
What reporting connects
Where the visitor came from
Source, campaign and channel
What they did
Pages, searches, calculators
What they were shown
Personalized experience or standard site
What they applied for
Started, stalled, completed
What got funded
Loans and deposits, from your daily feed
Full-funnel reporting
- Last 30 days
- All sources
- Visits
- 482,000
- Applications started
- 3,140
- Applications completed
- 1,460
- Funded
- 620
| Source | Visits | Completed | Funded |
|---|---|---|---|
| Paid search | 146,000 | 510 | 228 |
| Organic search | 169,000 | 468 | 194 |
| 63,000 | 262 | 118 | |
| Direct | 73,000 | 146 | 54 |
| Social | 25,000 | 56 | 19 |
| AI assistants | 6,000 | 18 | 7 |
| Campaign | Funded volume |
|---|---|
| Auto loan, spring | $4.2M |
| Home equity rates | $2.9M |
| Checking switch | $1.1M |
| Balance transfer | $0.8M |
You set the audiences and the rules. We run the program and report the results.
You’re in control
Control groups validate the performance
Day one is the first day an experience is live. From then on, a share of the sessions that qualify for a personalized experience sees the standard site instead. That group is the control, and its share changes with the stage of the program.
One control group result
+29%
completion rate at 1st United Credit Union with personalization on, against the held-out group.
Completion rate, as the program’s dashboard counts it: 0.38% with personalization on, 0.29% held out, both rounded. 13,386 held-out sessions in all, as of September 2026.
Where it plugs in
The loop starts on your website, and each integration extends it
Many tools can change a banner. Finalytics starts with the first visit and ties the website, the application and online banking into one measured loop.
38 live integrations across five platform types
The platforms, by type
CMS
Account opening
We also connect to custom-built account opening.
Loan origination
Online banking
In the works
We also connect to custom-built online banking.
CRM
Microsoft Dynamics 365
Paid media
Google Ads
Not part of the count.
Not on this list? Ask about your stack on the demo.
Get a demoFor launch, the only system we need is your public website.
Where this is going
One conversation, from the first question to the funded account
Today the loop runs on your website, in the application and in online banking. We are extending it at both ends: to what an AI assistant can read about you before the visit, and to the message that brings a person back between visits. One idea holds it together: a page that knows why they came.
Before the visit:
AI assistants, New
On your site:
Between visits:
Email and text, Next
AI assistants
Before the visit: to be found, quoted right and recognized
From your pages, locations and public rates, the platform builds what an AI assistant can read.
To be found, New
Structured data for your pages, an llms.txt file and an MCP server that AI agents can ask for your products, rates and locations. Nothing is published until a person approves it.
To be quoted right, New
You enter your rates in one place. Through one rates API, a change shows everywhere on your site, and the rates in the files for AI assistants are updated from the rates you enter.
- A rate change can be scheduled
- A set is published with a confirm step, and can be compared with the last and reverted
- A view of published rates by product, beside credit union and bank averages, with history
Never set by Finalytics: a rate, a term or who may apply.
To be recognized on arrival, Next
A visitor an AI assistant sent has already asked their question. The page would answer it: today’s rate, the nearest branch and a way to apply. See this visitor
- New: Reporting counts AI assistants as a source of their own
- Next: Checks on whether AI assistants read your files and name you in their answers
Never sent out: a rate that is not public, or an application, sign-in or search page.
Email and text, Next
Between visits: a message that brings them back
Follow-up by email and text is the next part of the platform. What a person did on your site will pick the message, and the page they come back to will continue it.
Picked by what they did
A saved estimate or an application left unfinished will set the message and its pace, one product at a time.
One conversation
The message, the page and the application will open on the same numbers. See this visitor
Drafted for you
Our team will write each message. You will review and approve it.
With your CRM or without one
With your CRM, the loop extends to it. Without one, follow-up will be part of the platform.
By consent
Only to people who gave their contact details and agreed, with quiet hours, an opt-out in every message and a second approver.
Never sent: a message to someone who has not agreed to it.
Personalization is the proof. The intelligence layer for banking is the promise.
Offerings
Two ways to partner. One platform underneath.
Keep your website, or let us run the whole front door.
Finalytics Platform
Personalization for the website you already have.
Add it to your current site with a few lines of JavaScript: no replatform, no rebuild. It layers personalization and its reporting on top of the CMS, host and team you already run. First personalized experiences are live 4 to 6 weeks after your security and vendor review.
What’s included
- Bolt-on deploy: a few lines of JavaScript
- Behavioral personalization: the Segment of One
- Recognize, decide, recover and prove
- Personalization reporting on the Finalytics dashboard
- 38 live integrations across five platform types
- Run as a service, with your marketing team
Best for: you already have a website
Keep the site you have and make it convert. No rebuild required.
FinOne
Your entire digital front door, run end to end.
We rebuild, host, secure and optimize your whole public site, with the Finalytics Platform built in. One partner, one platform, one multi-year relationship.
Everything in the Finalytics Platform, plus
- Website redesign and rebuild around how members shop
- Managed hosting and day-to-day administration
- Accessibility: WCAG 2.2 AA, monitored
- Security, redundancy and uptime with disaster recovery
- Change support with defined SLAs
- Ongoing optimization and quarterly strategy reviews
Best for: you need a new website
Have us design, build and run the whole front door, not just personalize it.
Add-ons
Available with either offering.
Full-funnel reporting
From visit source to funded loan or deposit.
Calculators
Calculators for your website.
Rates engine, New
Enter your rates in one place and show them across your site.
Branch locator
A branch locator for your website.
Lead capture
Forms that turn interest into a lead.
Next: Outreach by email and text that brings the lead back.
AI assistants, New
Your pages, locations and public rates, published for AI assistants.
Full digital dashboard
All of your digital performance in one place, not only personalization.
Your number, live
See your modeled lift before you book the call
Pick your credit union or bank, or set your number of members or customers.
Modeled Year-1 lift Example
+307 more funded accounts and loans / yearPick it from the list and the number below fills in from its call report.
The share of funded accounts and loans you would add, across every product.
Measured, not modeled
+29% completion rate at 1st United Credit Union with personalization on, against the held-out group.
Modeled Year-1 lift
Example+307 more funded accounts and loans / year
Modeled for 100,000 members or customers at a lift goal of 20%.
New balances
$6M
deposits and loans, Year 1
Lifetime income
$901K
over the life of those accounts and loans
Illustrative arithmetic. Not a forecast.
These are planning assumptions, not figures measured at your institution. On a call we can replace them with your own.
A demo shows what three visitors would see on your site, in forty-five minutes.
Your numbers
- Members or customers
- 100,000
- Lift goal
- 20%
- Modeled Year-1 lift
- +307 more funded accounts and loans / year
- New balances
- $6,029,000 deposits and loans, Year 1
- Lifetime income
- $901,087 over the life of those accounts and loans
We email the full report to the address you give: these numbers and the funnel behind them, by product. Our team gets it too.
| Product | Modeled today | Added | New balances | Lifetime income |
|---|---|---|---|---|
| Deposit accounts | 704 | +141 | $564,000 | $57,387 |
| Auto loans | 254 | +51 | $892,500 | $174,930 |
| Credit cards | 376 | +75 | $187,500 | $15,000 |
| Personal loans | 86 | +17 | $170,000 | $76,670 |
| Home equity | 67 | +13 | $715,000 | $54,600 |
| Mortgages | 50 | +10 | $3,500,000 | $522,500 |
| All products | 1,537 | +307 | $6,029,000 | $901,087 |
The assumptions behind these numbers
15.6 website visits a year for each member or customer. For each product: the share of visits that view it, of views that start an application, of started applications that are completed, and of completed applications that are approved and funded. The lift goal adds that share to the funded accounts and loans of every product.
| Product | Views | Starts | Completed | Funded | Average balance | Income a year | Years |
|---|---|---|---|---|---|---|---|
| Deposit accounts | 4.8% | 8% | 25% | 47% | $4,000 | $110 | 3.7 |
| Auto loans | 2.2% | 7.7% | 31% | 31% | $17,500 | $980 | 3.5 |
| Credit cards | 2.7% | 7.1% | 34% | 37% | $2,500 | $100 | 2 |
| Personal loans | 1.1% | 4.9% | 31% | 33% | $10,000 | $1,100 | 4.1 |
| Home equity | 1.7% | 5.7% | 21% | 21% | $55,000 | $1,500 | 2.8 |
| Mortgages | 1.9% | 5.7% | 14% | 21% | $350,000 | $5,500 | 9.5 |
Lifetime income is the income a year times the years.
These are planning assumptions, not figures measured at your institution. On a call we can replace them with your own.
Getting started
From kickoff to launch in six weeks
Kickoff follows your security and vendor review. Launch is the first personalized experiences going live, in 4 to 6 weeks.
Before week 1
Review
Your security, vendor and AI review. We send the SOC 2 Type 1 report, security questionnaire, data flow and model summary.
Weeks 1 to 2
Discover
Analytics and tag manager access, your approved content, the path to joining and one product line you choose.
Weeks 3 to 6
Configure
First personalized experiences live in 4 to 6 weeks.
By week 8
Full rollout
Integrations and the full audience.
After that
First results
By market, as volume allows.
What it needs from your team
- Marketing
- Approval of audiences and content, and a weekly checkpoint with one named person.
- Web and security
- Review the header script and the tags, and publish them through your existing tag manager setup. In weeks 1 to 2 we confirm with you whether the account opening pages can be tagged.
- Risk and AI review
- The documents listed under Review, sent ahead on request.
- Data
- A daily feed of funded accounts, with no member names or account numbers.
Results are measured from day one. Funded accounts follow with your daily feed.
Security and governance
Built for your security review
Deployment follows your normal process: security review, tag deployment, QA and launch approval. Nothing ships without your sign-off.
Scoped collection
A few lines of JavaScript capture behavioral signals such as pages, search terms, calculators, return visits, device and location. It does not store names or account numbers. What is read
Your data stays yours
Every signal is a structured record in a behavioral warehouse you can access directly, with feeds to Power BI, Tableau and Snowflake.
Monitored around the clock
24/7 platform monitoring, incident response and infrastructure reliability, operated by Finalytics.
SOC 2 Type 1
Security audit (June 2026), Type 2 underway. Vendor due diligence documents are available on request.
Governance
Personalization chooses which approved message leads. It does not change a rate, a term or who may apply.
Messages, by consent, Next
Follow-up by email and text is next. It will hold the name and contact details a person gives, and go only to people who agreed to hear from you, with quiet hours, an opt-out in every message and a second approver.
Questions buyers ask
Straight answers
What does Finalytics do?
Finalytics is a digital personalization platform for credit unions and community banks. It recognizes visitors from the first visit, before sign-in; decides what each visitor sees from your approved content in real time; recovers abandoned applications; and provides full-funnel reporting, connecting funded loans and deposits to their sources and activities.
Does it replace our CMS or online banking?
No. The Finalytics Platform works on the website you already have. For launch, nothing inside your banking platforms changes. FinOne is the option that rebuilds and hosts the public site, with Finalytics fully integrated.
Which of our systems does it connect to?
It starts on the website you already have, with a few lines of JavaScript and tags in your tag manager container. Account opening, loan origination and online banking join the loop where they are integrated. In all, 38 integrations are live across five platform types. If you have a CRM and it is integrated, the loop extends to it.
How long does deployment take?
After your security and vendor review, the first personalized experiences are live in 4 to 6 weeks, with the full rollout by week 8.
Who runs it day to day?
It is delivered as a service. You set the audiences and the rules, and every piece is content you approve. We build the experiences, run the program and review the performance with you.
How is it priced?
The Finalytics Platform is priced by a mix of member and asset size. Please contact us for pricing information.
How do we know it worked?
We set up a control group from a share of the sessions that qualify for a personalized experience. Those sessions see the standard site, and the others see personalization. You see the comparison on your dashboard.
What data does it use?
On a first visit: where the visitor came from, such as location, channel, visit type, campaign, device, operating system and time of day.
Then, on your site, the visitor’s behavior and intent: what they look at, what they do and use, how long they take, how often they interact, which tools they use, such as calculators or rates, and which products they look at and apply for.
Once someone is known to be a member, what you choose to share, such as products owned, balances and transaction histories.
Finalytics does not store names or account numbers.
Follow-up by email and text, which is next, will hold the name and contact details a person gives, with their consent.
Where is the platform going?
Further at both ends of the loop. Before the visit: what an AI assistant can read about you, which is new in the platform. Between visits: follow-up by email and text, which is next. In both, the aim is a page that knows why the visitor came.
Why we built this
We believe every financial relationship should feel like it was built just for you
Community institutions won on high-touch service in the branch. Finalytics exists to deliver that same service in the digital channel, where most banking relationships now live. It is built by people who spent careers working with community financial institutions.
Leadership
Craig McLaughlin
Founder and CEO
Baron Conway
Co-Founder and Chief Strategy Officer
Alex Jimenez
Managing Director, Consulting
Mark Ryan
Co-Founder and Chief Analytics Officer, Head of Data
Scott Barnard
CTO, Head of Platform
Miguel Echegaray
Chief Operating Officer
Mark Nelson
Chief Revenue Officer
Get a demo
Bring your website. We’ll show you what three visitors would see on it.
Forty-five minutes, no IT, no prep. A mock-up on our side. Nothing touches your site.
Prefer email? hello@finalytics.ai
On request
SOC 2 Type 1 report, security questionnaire and references from current clients.
Institution Insights
We also bring a report card from public data such as call reports: where your institution stands among its peers.