CUProdigy’s Community-Oriented Approach to Digital Banking for Credit Unions

09/15/20 • 43 min

Credit unions are uniquely able to create intimate relationships with members, especially in rural towns where access to critical resources is limited.

A passionate advocate and CEO of CUProdigy, Amber Harsin understands that better than most. She’s committed much of her career to credit unions — she credits working in branch after high school with providing unique opportunities to discover her full potential.

Now, she ensures CUProdigy, a core data processor vendor, can help credit unions empower the financial stability of their members through seamless multi-channel user experiences.

Between navigating a global pandemic and a series of earthquakes, Amber’s first six months of her latest role with the Credit Union Service Organization (CUSO) have been a rollercoaster.

Still, in this episode of the Digital Banking podcast with host and Tyfone’s VP of Sales and Marketing Josh DeTar, Amber shares her enthusiasm to help credit unions help others.

Technology plays a significant role in supporting credit unions to change business models, so it’s important that providers modernize their core infrastructure and architecture.

And to get ahead of 2020’s ripple effects, credit unions should apply these tools to offer digital financial services in creative ways, like placing kiosks in local hubs to give the people-first experience they’re known for.

During our conversation, Amber also tells the CUProdigy origin story, how the CUSO approaches servicing credit unions and what would happen if community banks disappeared from small towns.

Plus, how can credit unions differentiate themselves from competing conglomerates that cash in on convenience?

Credit unions are uniquely able to create intimate relationships with members, especially in rural towns where access to critical resources is limited.

Now, she ensures CUProdigy, a core data processor vendor, can help credit unions empower the financial stability of their members through seamless multi-channel user experiences.

Between navigating a global pandemic and a series of earthquakes, Amber’s first six months of her latest role with the Credit Union Service Organization (CUSO) have been a rollercoaster.

Still, in this episode of the Digital Banking podcast with host and Tyfone’s VP of Sales and Marketing Josh DeTar, Amber shares her enthusiasm to help credit unions help others.

Technology plays a significant role in supporting credit unions to change business models, so it’s important that providers modernize their core infrastructure and architecture.

During our conversation, Amber also tells the CUProdigy origin story, how the CUSO approaches servicing credit unions and what would happen if community banks disappeared from small towns.

Plus, how can credit unions differentiate themselves from competing conglomerates that cash in on convenience?

Previous Episode

Digital Banking Pivots at the Credit Union of Colorado

As the digital space rapidly evolves, can credit unions access technology providers to fortify the journey forward?

In the premiere episode of the Digital Banking podcast, host and Tyfone’s VP of Sales and Marketing Josh DeTar welcomes Mitch Rosenbaum and Lisa Mixon from the Credit Union of Colorado.

As the credit union's Director of Project Management, Lisa has enjoyed learning everything about the industry over the last 10 years, especially the parts where she gets to connect with people and hear about their sides of the business.

While her role is to assure everyone’s voice is heard and communication is clear across teams, Mitch, on the other hand, helps the credit union create messaging — and ensures they deliver on it.

Though new to the credit union business, Mitch’s background in engineering psychology and marketing is useful as the Credit Union of Colorado aims to meet the developments of technology to create smoother digital banking experiences through artificial intelligence (AI).

In this discussion about credit unions in the digital space, Lisa and Mitch provide insight into their process of pivoting their online experience, which Mitch says is partly, “measurement and understanding what our members are doing on those systems and where their pain points are.”

Plus, they explain what it’s like to maintain company culture remotely (and during a pandemic), the middleware that will allow them to implement new technologies, the four phases of sophistication of AI and much more.

Next Episode

Why Credit Unions & Community Banks Need to Pair Digital Banking with Digital Marketing

Of the many important lessons the COVID-19 pandemic has taught us, don’t overlook this one: Digital marketing and communication strategies are key for any business, even those in the financial services industry.

On this episode of the Digital Banking podcast, Prisma Campaign’s Chief Revenue Officer Ianai Urwicz discusses how critical it is for financial institutions to keep up with the ever-evolving marketing landscape.

Ianai’s perspective is rich with culture and experience.

Though born in Israel, Ianai moved to Latin America as a child and grew up mostly in Uruguay. He began his career in the telecom industry and worked for companies like AT&T and T-Mobile before eventually venturing into mobile payments and the FinTech ecosystem.

Now, Ianai serves as Chief Revenue Officer at Prisma Campaigns, the startup behind an agile omnichannel marketing tool specifically designed and engineered for financial institutions. Part of his work includes helping the company achieve its goal of creating the “Amazon experience while banking.” In other words, he works to leverage user data to create targeted campaigns across different marketing channels.

Ideally, all financial institutions, including credit unions, should use data and modern marketing technology to predict and support their members — but creating personalized marketing campaigns comes with its fair share of challenges.

Still, nothing is impossible.

Learn what approach financial institutions should lead with and how to create continuity across your digital and face-to-face messaging. Bonus: Find out how artificial intelligence can take your marketing campaigns to the next level.

Digital Banking Podcast - CUProdigy’s Community-Oriented Approach to Digital Banking for Credit Unions

Transcript

Josh Detar: [00:00:00] Hello, and welcome to another episode of The Digital Banking Podcast. I'm your host, Josh Detar, the VP of sales and marketing for Tyfone. Today, I am super excited to have Amber Harsin on the show. Amber is the CEO at CUProdigy. Amber, thanks for joining me today.

[00:00:48] Amber Harsin: [00:00:48] Hi, Josh. How are you doing today? I'm super excited to be here talking to my friends.

[00:00:52] Josh Detar: