Extra Credit Union, based in Warren, Mich., has been recognized with the 2025 Finopotamus Tekkie Award for Revenue Growth, a testament to their successful integration of AI-powered digital banking engagement strategies. This achievement underscores the credit union’s ability to navigate the challenges of rising interest rates and intense competition by leveraging technology to enhance their marketing efforts.

The partnership with DeepTarget Inc., a leader in AI-powered marketing solutions for financial institutions, played a pivotal role in Extra Credit Union’s strategy. By utilizing DeepTarget’s Digital Experience Platform (DXP) within their Jack Henry/Banno digital banking environment, the credit union executed a highly effective Certificate of Deposit (CD) campaign throughout 2024. This approach, combined with staff referrals and social media promotion, resulted in over $12.7 million in new deposits from March to December 2024.

Ruthann Varosi, Vice President of Marketing at Extra Credit Union, highlighted the significance of this achievement. The AI-powered targeting allowed for personalized loan and CD offers to be delivered at optimal times, significantly contributing to the campaign’s success. The digital banking engagement component achieved a remarkable 7.66% click-through rate, far exceeding industry averages and demonstrating the effectiveness of personalized, data-driven marketing.

Preetha Pulusani, CEO of DeepTarget, emphasized the broader implications of this success. The award and the substantial revenue growth validate the potential of AI-powered tools to transform digital banking from a cost center into a powerful revenue engine. This case study serves as a blueprint for midsized financial institutions aiming to compete in a rapidly evolving digital landscape.

The strategic integration of technology and marketing not only expanded Extra Credit Union’s lending capacity but also provided members with competitive rates, illustrating the mutual benefits of innovative financial solutions. For more information on DeepTarget’s AI-powered platform, visit https://www.deeptarget.com.

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