"In this session, Andrew shares his background and passion for consumer finance before discussing Vantage West Credit Union's digital transformation journey. The focus was on clarifying the value proposition, building stronger member relationships, and improving employee experience. Notable efforts included a shift towards data-driven strategies, using tools like Salesforce CRM and relationship pricing, and tailoring marketing campaigns to specific market segments and eligibility criteria. Vantage West also understood the importance of authentic advertising, as 89% of consumers engage with brands that share their values.

Despite challenges in implementing personalized marketing and Salesforce integrations, which proved to be more complex than anticipated, the credit union remains committed to these improvements as it expands its business in Southern Arizona and the Phoenix area. It believed the potential benefits, such as effective product and market tailoring, will outweigh the costs. Andrew emphasized the importance of clear communication, understanding of project management approaches, and frequent and candid communications in successful partnerships with external vendors. The team also aims to provide financial well-being interventions to members using data insights and employee interactions."