The Untapped Advantage of Member Intelligence – Turning Market Signals into Growth
- Anne Legg
- 6 hours ago
- 2 min read
In a recent CU Broadcast interview, I had the chance to unpack one of the most overlooked opportunities in the credit union industry: member intelligence. We discussed how one ACH file—the same file every credit union already has—can reveal powerful market signals, competitive threats, and spending insights that lead directly to acquisition, reacquisition, and product growth.
“From one file, ACH, I can see competition, key revenue-generating products, and member spending triggers. That’s immediate intelligence you can act on today.” Anne Legg
What Member Intelligence Really Means
Member intelligence goes beyond knowing who your members are. It’s about:
Market signals: Spending behaviors that reveal life stages, needs, or economic stressors.
Competitive intelligence: Where wallet share is leaking to Capital One, Chase, Rocket Mortgage, and others—and why.
Spend insights: What members buy, where they shop, and how often—pointing to new product opportunities.
From Insights to Growth
These aren’t theoretical ideas—they translate directly into growth strategies:
Reacquisition: Spot members paying competitors and win them back with better rates and targeted offers.
Acquisition: Identify spending patterns (travel, home improvement, education, green energy) and design products that meet members exactly where they are.
Product Growth: Bundle services, strengthen rewards, and align promotions with members’ real financial behavior.
Friction Reduction: Recognize signals like buy-now-pay-later usage and fragmented savings activity before they erode loyalty.
Why Now?
In a time of economic uncertainty, members need relevance and trust. Member intelligence allows credit unions to deliver both—making smarter decisions faster, while positioning themselves as the calm and certain choice in a noisy marketplace.
The insights are already in your data. The question is: are you using them?
Visit our Success Stories page to request case studies on how credit unions are already turning member intelligence into measurable growth.
Watch the full CU Broadcast interview.
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