Bits & Banks · Episode 18
Bits & Banks - With Patricia Thomas - Episode 18
Credit unions are trying to grow funded loans, but the data behind that journey often sits across separate teams, systems, and processes : from acquisition and marketing to underwriting, operations, and collections. When no one has the bigger picture, it becomes difficult to understand what’s actually driving the outcome.
What’s really driving funded loan growth? On the latest episode of Bits & Banks, Patricia Thomas, Founder & CEO of Atrivix, joins us to unpack the attribution gap facing credit unions.
In the conversation, we get into how credit unions can close that data and attribution gap:
Breaking the data silos behind Member 360
Frontline, point-of-sale, core banking, and CRM data often sit in separate systems. Connecting these data points can give credit unions a more complete view of the member and their journey.
Understanding what actually drives a funded loan
When loan growth falls short, is the issue marketing, decisioning, underwriting, or turnaround time? Patricia shares how connecting data across the lending journey can help identify where bottlenecks are actually occurring.
Putting budget behind what works
Attribution becomes more powerful when it can show which initiatives are actually contributing to funded loan outcomes. That visibility can help teams make more precise decisions about where to protect or reallocate budget.
Capturing the operational data that often gets missed
Turnaround time, manual underwriting, and other operational “traces” can have a direct impact on conversion and NPS, yet may not be captured with the same rigor as core banking or lending data.
Preparing for where credit union technology is headed
As technology changes faster, Patricia is seeing credit unions take a closer look at their infrastructure and make longer-term investments to avoid being left with obsolete systems.
Thank you, Patricia, for sharing a clear perspective on why better decisions start with better visibility. When credit unions can connect the data across the member journey, they can see where growth is happening, where it’s getting stuck, and where to act.
