CUNA Strategic Services Expands Sparrow Alliance to Help Credit Unions Deepen Member Relationships Beyond the Branch

Barb Lowman

​CUNA Strategic Services (CSS) is pleased to announce the expansion of its alliance with Sparrow to include their marketing automation platform, a modern, credit union-built solution designed to help institutions strengthen member relationships, increase product adoption, and engage the next generation of members at scale.

For decades, in-branch interactions served as the bedrock of relationship building for credit unions. Today, those moments are happening far less frequently. Younger members rarely visit branches, and even long-time members engage in person less often – leaving many credit unions facing a critical challenge: how to create relationships that feel just as personal, trusted, and meaningful in a digital-first world.

This endorsement reflects a shared commitment between CUNA Strategic Services and Sparrow to equip credit unions with innovative tools that transform how they connect with members in an increasingly digital, data-driven environment. As member expectations continue to evolve, credit unions must move beyond one-size-fits-all outreach toward timely, personalized engagement that feels human and relevant.

“Sparrow’s marketing automation platform gives credit unions a powerful yet accessible way to extend the personal connection members once experienced in the branch,” said Barb Lowman, President of CUNA Strategic Services. “By automating personalized journeys across the member lifecycle, Sparrow helps credit unions build deeper relationships, grow multi-product households, and remain competitive with banks and non-traditional financial services providers – without losing the personal touch that defines the credit union difference.”

Sparrow’s platform enables credit unions to launch proven, peer-tested marketing journeys in minutes – without complex core integrations or heavy IT lift. With hundreds of pre-built automations and real-time insights, credit unions can engage members at the right moment, from onboarding and financial milestones to cross-sales and retention opportunities.

“Our mission has always been to help credit unions build strong, lasting relationships with their members – regardless of how those members choose to engage,” said Harrison Hochman, Chief Executive Officer of Sparrow. “As branch visits decline, digital engagement becomes the primary relationship channel. The expansion of our relationship with CUNA Strategic Services reinforces the importance of equipping credit unions with modern tools that make every interaction feel personal, relevant, and intentional – especially for younger members who expect that experience from day one.”

Today, Sparrow partners with more than 150 credit unions representing over $100 billion in assets, ranging from large, multi-state institutions to small community-based cooperatives.

Credit unions using Sparrow’s marketing automation platform benefit from:
• Automated, personalized member journeys that drive engagement and product adoption across the lifecycle
• 200+ pre-built campaigns based on real-world credit union best practices
• Actionable insights and performance reporting to continuously optimize marketing ROI
• Rapid implementation with minimal technical complexity, enabling teams to focus on strategy rather than execution

By endorsing Sparrow’s marketing automation platform, CUNA Strategic Services continues its mission of identifying innovative solutions that help credit unions grow stronger, operate more efficiently, and deliver exceptional member experiences.

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