CUNA Mutual

Vitalizing Credit Union Member Relationships


  • Channel shrinking in US market for products as the number of credit unions are decreasing dramatically – while overall number of credit union members actually increasing
  • Life products typically co-branded with the credit union, so members are unaware product is from CUNA Mutual. Furthermore, CUs don’t always have capability to sell more sophisticated lines and need support
  • Identified need for CRM strategy and technology roadmap that creates branded relationship with members while not disrupting the CU channel


  • Developed a CRM Strategy for both B2B (Credit Union) and B2M (Member) businesses and delivered technology roadmap for fully integrated sales, service and marketing aspects of CRM
  • B2M Scope included member segmentation, campaign management, sales and marketing call center, product-channel profitability and managing analytics
  • B2B Scope included customer (CU) segmentation, market intelligence , differentiated customer experience, integrated sales, service and marketing organizations and customer-centric analytics


  • Successfully launched CRM program and enabled new positioning of insurance products directly to members through branded MemberConnect – without disrupting the existing CU channel
  • Unexpected benefit: CRM framework adopted by many individual credit unions as best practice for acquiring, nurturing and developing member relationships


Case Study CUNA Mutual BuyWay