From goals to gains: How TruStone Financial exceeded its digital banking services goal by 263%

Overview

TruStone Financial Credit Union, Minnesota’s second largest credit union, serves members across Minnesota and Wisconsin with 23 branches, $4.7 billion in assets, and a mortgage servicing portfolio of more than $2 billion. In 2023, TruStone made it a corporate priority to expand digital engagement across its membership base.

Challenge

Despite robust membership growth, a significant portion of TruStone’s members were not using digital banking services. This lack of adoption limited engagement, increased branch reliance, and created inefficiencies for staff. TruStone needed a scalable way to drive adoption of online banking, mobile apps, and eStatements among non-digital users.

It’s a mistake to think that members aren’t using digital banking services because they prefer traditional channels. Credit unions that make it really easy to use services will see adoption rates soar.”

Megan Primeau, SVP Product Line Marketing

Solution

TruStone partnered with Digital Onboarding to launch a targeted multi-channel campaign. The campaign included:

• Four automated emails and three SMS messages over 28 days directed at non-digital members
  
• Personalized microsites providing clear step-by-step instructions for enrolling in digital services
  
• Embedded widgets that removed friction, including:
  
  • Full Opt-In Widget for SMS compliance
    
  • Mobile App Download Widget to link members directly to TruStone’s app
    
  • Secure Personalization Widget to retrieve account numbers securely‍
  • Video Embed Widget for tutorial-style guidance

Once members adopted digital banking services, campaign messages automatically stopped.

Results

The campaign delivered strong digital adoption results, including the following outcomes:

• Exceeded the corporate goal by 263%, averaging 29 members per day adopting digital services
  
• 1,425 existing members began using digital banking during the campaign
  
• Reduced demand on branch staff while making digital adoption easier and more intuitive
  ‍

Impact

The campaign demonstrated that when barriers are removed, members readily adopt digital services. TruStone successfully reduced inefficiencies, improved the member experience, and significantly expanded digital engagement in a short timeframe.

The Digital Onboarding engagement platform is our secret weapon!”

Megan Primeau, SVP Product Line Marketing

Conclusion

TruStone Financial Credit Union proved that adopting the right digital engagement strategy can drive rapid adoption of online and mobile banking. By partnering with Digital Onboarding, TruStone exceeded its goals, improved operational efficiency, and empowered more members to bank digitally.