Case study
Mission Federal Credit Union Finding the loan shoppers inside routine banking traffic
Mission Federal Credit Union serves San Diego County and was established in 1961. Its site is used heavily by members for routine banking. Finalytics personalizes it across more than 8 million journeys, in a program that was rolled out in stages.
At a glance
2.2x
Conversion rate, personalized against non-personalized sessions
Personalized sessions converted at 0.37%. Sessions on the standard experience converted at 0.17%.
8.0M
cumulative digital journeys.
1.75M
personalized sessions.
9
months in a row with the higher conversion rate, July 2025 to March 2026.
The challenge
The common pattern on the site is a login and a logout: members arrive, handle their business and leave.
The visitors who are shopping for a loan are in that same stream, and they look like everyone else until their behavior changes. Those who apply rarely do it in one session. They research and come back many times first.
The approach
Behavior, read during the session
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.
Research pages as the trigger
Rate and loan product pages are the main triggers. A visit to one marks the change from routine banking to shopping, and the experience responds.
Built for the return visit
The platform recognizes a returning researcher and keeps the research pages in front of them, so progress carries from one session to the next.
Rolled out in stages
Personalization went live in stages, and the results of each stage informed the next.
What a visitor sees
The front door: the rates page
The rates page is where routine banking turns into shopping: 11% of all traffic touches it.
Intent is recognized
A shopper lands on the auto loan experience, with live rates and product pages shown as soon as behavior signals shopping.
missionfed.com
Research is supported
The product page carries the research an applicant does before applying, across dozens of return visits.
missionfed.com
Progress is kept
On the return visit the site recognizes the researcher and resumes where they left off: “We’ve saved your progress.”
missionfed.com
Screens of Mission Fed’s website. The rates are those of the day the screens were taken.
The results
Across the full relationship, personalized sessions converted at more than double the rate of the standard experience. They also converted at the higher rate in every measured month, from July 2025 to March 2026.
Application completion against the site baseline, by behavior
Site baseline 1.0x
Location and contact pages 1.5x
Rate shopping 3.6x
Financial calculators 5.0x to 9.6x
3.1x
Non-members
Rate-shopping non-members complete applications at a 3.1x lift.
17
Sessions before applying
A recognized member who applies does so after a median of 17 sessions.
Recognize intent when it appears, then stay for the return visits.
Source: Finalytics case study, Mission Federal Credit Union, 2026.