Filene Research Institute Highlights Growing Credit Union Adoption of Member Pulse

Caroline Vahrenkamp

Filene Research Institute, a leading innovator in the credit union industry, today announced Member Pulse, a research-backed data-driven sentiment analysis, audience segmentation, and actionable intelligence tool to help credit unions deepen member understanding and improve marketing outreach, is now available to all credit unions.
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Member Pulse captures what members think, feel, and need, offering clear insight into the motivations shaping financial behavior, a segmentation approach that is unique in the marketplace. Built on Filene’s behavioral research and credit-union-specific segmentation, the solution enables leaders to design communications, refine products, and align experiences with the needs of the members they serve.

“As consumer expectations rise and financial needs shift, credit unions need ongoing clarity into the experiences and motivations of their members to effectively breakthrough with tailored messaging,” said Caroline Vehrenkamp, Director Advisory Services, Filene Research Institute. “Member Pulse translates insight into action and supports leaders as they work to improve members’ financial well-being.”

Developed through Filene’s collaborative innovation model, Member Pulse incorporates feedback from credit unions of varying sizes and markets to ensure practical usability across teams. Filene collaborated with Vertice AI to create and deliver Member Pulse.  Vertice AI, a leading AI and growth solution company for the credit union movement, supported the creation of the unique member pulse model.

Member Pulse is currently engaged with 14 credit unions ranging from $200 million to $20 billion in assets. Early users report that members receiving segmented, targeted emails are opening more products – and at higher dollar amounts – than control groups. These initial findings reinforce the strength of Filene’s behavioral research and demonstrate how quickly teams can convert ongoing insight into meaningful organizational impact.

“Credit unions want to embrace data driven insights in ways that strengthen their connection with members,” said Mitch Rutledge, CEO of Vertice AI. “Member Pulse helps them do that in an actionable way.”

Member Pulse is now available to all credit unions seeking to enhance their member-centric strategies through continuous, research-backed insight. Credit unions can learn more or request a demonstration at https://www.filene.org/programs-services/advisory-services/member-pulse .

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