Case study
1st United Credit Union Neighborly banking, carried into the digital channel
1st United Credit Union is a community credit union founded in 1932, with headquarters in Pleasanton, California. Finalytics carries its member-first way of working into the website, across 1.6 million sessions.
At a glance
3.6x
Conversion rate, personalized against standard sessions
Personalized sessions converted at 0.90%. Sessions on the standard experience converted at 0.25%.
1.6M
total digital sessions.
438.9K
personalized sessions.
91
live personalization scenarios.
The challenge
In a branch, a teller recognizes a member and a conversation shows what they need. On the website every visitor saw the same pages, whoever they were and whatever they came for.
For a credit union whose identity rests on knowing its members, the website was the one place that treated everyone the same. 1st United set out to recognize what each visitor is trying to do, respond with a relevant experience and turn traffic into completed applications.
The approach
Behavior, read during the session
The platform does not wait for a sign-in or a form. The platform reads the pages a visitor moves through and the products they stay on, and infers intent while the visit is still under way.
91 live scenarios
44 product scenarios matched to what a visitor is shopping for, 29 segment scenarios for who the visitor is and 18 signal scenarios triggered by what the visitor does.
Drop pages
Personalized landing pages give a high-intent visitor a destination built for what brought them, in place of a generic product page.
Continuous testing
The program keeps testing new variations beside the live scenarios, measures what performs and promotes what works.
What a visitor sees
The home page that once met every visitor with the same banner now adapts to intent.
The starting point: one page for everyone
Before personalization, every visitor landed on the same banner, a Visa rewards promotion, whatever brought them to the site. A member shopping for a checking account saw a credit card offer and three general promotions.
Recognize intent
When the platform infers that checking is the visitor’s next product, the banner changes to “Free Checking: No Monthly Fee. No Fuss.” and the button “Open Free Checking.”
1stunitedcu.org
Guide the application
The click opens an application limited to personal checking, with the two relevant accounts side by side.
1stunitedcu.org
Recover the drop-off
If the visitor leaves before finishing, the next visit opens on “Did You Forget Something?” and the button “Complete Application.”
1stunitedcu.org
Screens of 1st United’s website. The rates are those of the day the screens were taken.
The results
Across the full relationship, personalized sessions converted at 3.6x the rate of sessions on the standard experience. The site’s own completion rate rose as the program matured.
Conversion rate by experience
Standard experience 0.25%
Personalized sessions 0.90%
5.8x
Completion rate since launch
The site’s application completion rate rose from 0.19% before personalization to 1.11% as the program matured.
2.4x
Drop pages
Completion rates on personalized landing pages went from 0.41% to 0.98% within the first month.
3,935
Completed applications
from 438,917 personalized sessions.
Personalization is a program, not a switch.
Source: Finalytics case study, 1st United Credit Union, 2026.