Case study
Statewide Federal Credit Union Converting the prospects who make up most of the traffic
Statewide Federal Credit Union is a member-owned credit union in Mississippi, founded in 1949, with more than 24,000 members. Membership runs through more than 80 employer and association groups, not through where someone lives. 75.4% of the users of its site are prospects.
At a glance
3.1x
Completion lift for prospects
Prospects in personalized sessions completed at 3.1x the non-personalized rate.
75.4%
of users are prospects.
2.8x
completion lift for first-time visitors.
1.6x
overall completion ratio, personalized against standard.
The challenge
Three of every four users of Statewide’s site are prospects. Before personalization reaches them, prospects start applications at 0.6x the rate of members, so the audience that makes up most of the traffic is also the harder one to convert.
Because membership runs through employer and association groups, every prospect the site converts is one the credit union has to earn.
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.
Personalize for prospects
Personalization is built for the people who make up most of the traffic and are hard to convert.
Carry recognition forward
The system holds a prospect’s progress from one session to the next and picks up where they left off.
What a visitor sees
Car loan content is where shopping starts at Statewide: it draws 44.4% of all personalized sessions and produces 36% of completions. Personalized users return for an average of 3.8 sessions.
The front door: the rates page
The rates page is where browsing turns to shopping. It draws 26,721 sessions, and 3.51% of them start an application: 937 starts.
Browses
A prospect browses auto refinancing and rates.
statewidefcu.org
Recognized
The system recognizes the browsing and serves a sharper auto offer on the next visit: “Put Your Car Payment on Pause.”
statewidefcu.org
Pulled back
When an application is started and left unfinished, a further trigger brings the prospect back to complete it: “Don’t Let Your Auto Loan Application Sit Idle.”
statewidefcu.org
Screens of Statewide’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 and first-time visitors than for members.
Completion lift by audience
Members 1.5x
First-time visitors 2.8x
Prospects 3.1x
1,105
Completed applications
The site completed 1,105 applications over the year, split close to evenly between deposit and lending products.
One engine for deposits and loans: the same build serves both.
Source: Finalytics case study, Statewide Federal Credit Union, 2026.