Case study
OneAZ Credit Union Converting prospects statewide in Arizona
OneAZ Credit Union was founded in 1951 and serves roughly 237,000 members across Arizona. Membership is open to anyone who lives, works, worships, attends school or volunteers in the state. About 80% of visits to its site are first-time visits.
At a glance
2.5x
Completion lift for prospects
Prospects in personalized sessions completed at 2.5x the non-personalized rate. Prospects are 15% of sessions.
About 80%
of visits are first-time visits.
1.8x
completion lift for marketing sessions.
1.4x
overall completion ratio, personalized against standard.
The challenge
OneAZ’s website does most of its work with people who are not members yet, and it does so across Arizona, not only in metro Phoenix.
The site now personalizes for markets beyond the Phoenix base: Tucson, the Quad Cities, Verde Valley and Flagstaff.
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 geographic signal, a visit to a deposit page or a step in an application marks the change from browsing to shopping.
Personalize for prospects
Personalization is built for prospects, the segment that is hard to convert.
Reach every market
The same engine personalizes across the state, not only in the Phoenix area.
What a visitor sees
A prospect rarely applies in one visit. Personalized users return for an average of 3.6 sessions.
The front door: savings
Deposits are where shopping starts at OneAZ. Savings account content completes at 1.66%, from 1,594 completed applications across 95,855 sessions. Car loan content completes at 0.63%.
Recognized
The site recognizes a visitor in the Quad Cities and leads with local imagery.
oneazcu.com
Sharpened
The site recognizes an interest in savings and sharpens the offer on the next visit: “Accelerate Your Goals.”
oneazcu.com
Pulled back
An unfinished application is recognized, and the site brings the prospect back: “Finish Your Application.”
oneazcu.com
Screens of OneAZ’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 in every segment. The gain is wider for prospects.
Completion lift by audience
First-time visitors 1.7x
Marketing sessions 1.8x
Prospects 2.5x
About 583
Funded applications
from personalized sessions over the period measured. The figure is approximate.
3.02%
A targeted offer
A Phoenix checking bonus campaign aimed at prospects completed at 3.02% across 27,789 sessions. The generic Phoenix creative completed at 0.43% across 100,820 sessions. Neither ran on the home page.
A specific offer to the right prospect outperformed a generic one.
Source: Finalytics case study, OneAZ Credit Union, 2026.