Case study
Global Credit Union Converting prospects across a five-state footprint
Global Credit Union is member-owned and was founded in 1948. It serves more than 790,000 members in Alaska, Washington, Idaho, Arizona and California, and in U.S. military communities in Italy. 93% of visits to its site are first-time visits.
At a glance
4.9x
Completion lift for prospects
Personalized sessions against the standard experience. It is the gain for the prospect segment, not the blended average. Prospects are 10% of sessions.
93%
of visits are first-time visits.
4.0x
completion lift for first-time visitors.
1.3x
overall completion ratio, personalized against standard.
The challenge
Global’s site works mostly with people who are not members yet, across a footprint that runs from Alaska to the Southwest.
Recognition starts before any click: the home page is fitted to the visitor’s region.
The approach
Read intent during the visit
The system reads behavior while the visit is under way and infers where the person is headed.
Trigger on behavior
A visit to a rate page or a step in an application marks the change from browsing to shopping, and the system responds to it.
Personalize for prospects
Personalization is built for prospects, the segment that is hard to convert.
Fit the region
The same engine adapts the experience to the visitor’s market, from Alaska to the Southwest.
What a visitor sees
A prospect rarely applies in one visit. The three steps follow the vehicle loan path.
One home page, two regions
Two versions of one home page, as two regions see them. One visitor never sees the difference, so it shows only when the two stand side by side.
A default by region, not a response to behavior.
Browses
The prospect browses auto rates.
globalcu.org
Recognized
The site recognizes the interest in an auto loan and leads with it on the next visit: “Fast track your next ride.”
globalcu.org
Pulled back
When the application is left unfinished, the site brings the prospect back to complete it: “Finish Your Application.”
globalcu.org
Screens of Global’s website. The rates are those of the day the screens were taken.
The results
Personalized sessions complete at higher rates than the standard experience. The gain concentrates in prospects and first-time visitors.
Completion lift by audience
First-time visitors 4.0x
Prospects 4.9x
1.3x
Overall completion ratio
Personalized sessions completed 43,352 applications, against 34,491 on the standard path.
$18.68M
Funded from personalized sessions
$17.28M of it is vehicle loans. This is the gross amount funded from personalized sessions. It shows scale and is not a measure of lift: the standard path funded loans too.
Most of the traffic has no relationship yet, and the lift is wider there.
Source: Finalytics case study, Global Credit Union, 2026.