Predicting Financial Planning Services Uptake in Credit Unions - RuleSixPack #6

This credit union wasn’t getting traction with its planning services — until it let AI decide who to target.

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The Challenge

Credit Union (approx. 250 employees) was facing a critical issue: Poor planning services uptake. Their inability to predict services uptake potential wasn’t just an operational nuisance— it was costing them valuable opportunities, time, and in many cases, client trust.

How We Solved It

Using Salesforce’s Financial Services Cloud, Einstein Prediction Builder, Marketing Cloud (optional), we designed a solution where Einstein Prediction Builder scored likely-engagers. We captured that scoring on the member profiles for in-branch awareness, and we enabled placing those with relevant scores into marketing journeys that were highly targeted to the individual. Activities post-implementation were highlighted by increased financial plan sign-ups to the tune of a 35% increase over the previous period, significantly improving the client’s outcomes.

What This Replaced

Previously, this process was entirely spreadsheet-powered and not focused on predictive trend data. It relied on broad campaigns and branch calls, often leading to rejections, disinterest, or overload for the members, according to CSAT results. By automating and enhancing this workflow and precisely targeting their members, the team unlocked more success, more capacity and repeatable results.

The Result

The estimated value created from this change: $17.5M in new assets in six (6) months.

Could This Be You?

If you're struggling with poor planning services uptake, it's likely that similar tools and design patterns could dramatically simplify your workflows too.

Let’s talk about how to bring that efficiency to your business.

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Contact Rule Six Consulting Services