Loyalty Credit Union Launches New Virtual Assistant Named Lumi

Lumi

Loyalty Credit Union today announced the official launch of Lumi, its new virtual assistant powered by Eltropy. Developed to be the Credit Union’s best, supportive finance friend, Lumi offers members instant, clear and genuinely supportive financial guidance, moving beyond traditional, abstract artificial intelligence to deliver human-centric digital service.
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Lumi’s unique personality and supportive tone were specifically designed to demystify complex financial topics and make member interactions feel simple and encouraging.

“We recognized that while members seek instant digital answers, they don’t want to chat with a cold, generic algorithm,” said Park Broome, president and CEO. “Lumi is the result of blending advanced AI with our core ‘people helping people’ mission. She is a knowledgeable, always-available friend who ensures that financial literacy feels straightforward and easy to understand.”

Extensive Capabilities for General and Authenticated Users
Lumi is instantly accessible via the Loyalty CU website and mobile app, providing two tiers of comprehensive support:

For All Users — General Information
Lumi serves as an instant knowledge hub, providing key information and educational guidance, including:

• Financial Coaching: Offering tangible, actionable advice on improving credit scores and preparing financially to borrow money.
• Product and Rate Inquiries: Delivering current savings and loan rates, terms, mortgage information and insurance details.
• Logistical Support: Providing the routing number, branch hours, shared branching information and step-by-step driving directions to any branch.
• Next Steps: Automatically providing text links for applications, forms and detailed information for every inquiry.

For Members — Personalized Account Services
Upon secure member authentication, Lumi transforms into a personalized financial assistant, handling critical account-specific tasks instantly:

• Executing payments and transfers.
• Retrieving account history and current balances.
• Providing payoff amounts for existing loans.
• Confirming specific dividend or interest rates on member products and CD maturity dates.
• Locating direct deposit account information.

A New Standard for Member Experience
The introduction of Lumi is a key part of Loyalty’s strategy to expand its digital service footprint while maintaining the personalized service that defines the credit union movement.

“Lumi’s ability to handle high-frequency, complex account tasks 24/7 means our branch staff and specialists are freed up to focus on higher-level financial conversations, such as complex loan counseling and long-term planning,” Broome said. “This elevates the experience for everyone.”

Loyalty Credit Union invites all members and the public to experience the difference of supportive, human-centric AI by chatting with Lumi today at loyaltycu.org.

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