Bits & Banks · Episode 15
Bits & Banks - With Trisha Smith · Episode 15
Trisha Smith and her team at Everwise Credit Union built a "Next Best Product" program powered by propensity models, CRM, and automation - resulting in more than 300 new accounts being opened every month.
As VP of Marketing at Indiana's largest credit union, Trisha has brought a growth marketing mindset to financial services: using data, decisioning, and personalization to create more relevant member experiences.
On the latest episode of Bits & Banks, we unpack how that strategy came together, including:
- Why life stages often matter more than generational segmentation - understanding how milestones like buying a home, starting a family, or caring for aging parents create opportunities for more relevant engagement
- How propensity models help identify the next best opportunity for engagement - combining transactional signals, external data, and member behavior to anticipate needs, whether that's a growing family, a home improvement project, or the next financial milestone
- The role of CRM and automation in scaling personalized member journeys - capturing insights from every interaction, equipping frontline teams with context, and orchestrating timely, relevant outreach instead of one-off campaigns
- Why brand and performance marketing are strongest when they work together - using brand to build consideration and trust, while performance marketing refines the journey, removes friction, and helps members discover products that genuinely fit their needs
- How credit unions can prepare for the coming wealth transfer - investing in youth banking, financial education, community engagement, and long-term relationships today, because the transfer begins with trust long before wealth changes hands
A huge thank you to Trisha for sharing practical lessons from Everwise's journey, and for demonstrating how marketing, data, and decisioning can come together to create more meaningful member experiences.
