A playbook for using personalization, automation, and attribution to drive loan and deposit outcomes.

In a recent interview between SavvyMoney and Fibre Federal Credit Union (Fibre FCU), the credit union revealed the tangible impact of prioritizing member financial health. Over the last year alone, Fibre FCU has been able to attribute more than $27 million in loans and a 6.5% click-through rate on deposit offers to its use of SavvyMoney’s financial wellness tools and marketing capabilities. These tools are embedded directly within the digital banking solution. Alkami customer, Fibre FCU has leaned into the digital banking channel as the foundation for engagement to meet account holders where they are, and deliver timely, relevant financial wellness experiences within the platform. For many financial institutions, financial wellness tools are still viewed primarily as consumer benefits. However, Fibre FCU’s results demonstrate that when financial wellness is paired with personalization, automation, and measurable attribution, it becomes a powerful growth strategy.

Why Financial Wellness Is Becoming a Growth Strategy

Consumers no longer want purely transactional digital experiences. They expect their financial institution to deliver relevant guidance and nearly half (46%) of digital banking Americans say their institution could be doing more to anticipate their financial needs. In fact, 72% of consumers say personalization influences where they choose to bank, signaling that relevance and context are now core expectations.

At the same time, leadership is under pressure to prove return on investment (ROI) from digital investments. Financial wellness sits at the intersection of these priorities, supporting account holders while creating engagement that links to measurable outcomes.

The Challenge: Generic Campaigns Don’t Work Anymore

Digital banking has shifted decisively to mobile, reshaping how offers and campaigns should be delivered. At Fibre FCU, mobile is the primary channel. According to Heather Snyder, assistant vice president (AVP) of marketing, about 80% of digital banking users are mobile-first. These account holders often engage in short, high-intent sessions; they want quick insights, relevant offers, and clear next steps.

Traditional mass marketing doesn’t resonate with individual needs. Research shows that 53% of consumers now expect their financial provider to use the data they already have to personalize their experience, reinforcing the demand for tailored digital experiences. Fibre FCU is embracing this shift. Snyder believes the next wave of financial services marketing will center on evergreen campaigns, personalized offers, and data-driven insights. “The old tactic of a ‘promo of the month’ for everyone will disappear,” she said. “Marketing is headed toward using data to anticipate needs and create more relevant messaging.”

Five Steps to Turn Financial Wellness Into Growth

Fibre FCUs approach offers a repeatable model for other financial institutions.

Step 1: Start With Value. The strongest growth strategies begin with trust, not product promotion. Fibre FCU initially adopted SavvyMoney to help account holders with credit score access and financial wellness insights. Over time, they realized that engagement driven by wellness tools naturally created opportunities to connect users with relevant products.

Step 2: Personalize Digital Touchpoints. Engagement thrives when it meets account holders where they already are inside digital banking. For Alkami customers like Fibre FCU, embedding financial wellness and personalized offers creates a seamless path from insight to action.

Step 3: Stop Guessing. A common barrier to personalization is incomplete data. Many institutions base decisions solely on internal account data, leaving gaps in understanding account holder needs. Better insights allow teams to tailor campaigns based on eligibility and readiness to act.

Step 4: Automate to Scale. Even the best strategy fails without scale. Industry research shows marketing automation platforms are among the most impactful technologies, helping reduce manual workload and enabling personalized journeys.

Step 5: Track and Report. For many financial institutions, the biggest shift happens when marketing becomes measurable. Fibre FCU uses application links unique to SavvyMoney and campaign tracking to link engagement to outcomes. This elevates marketing from a cost center to a strategic growth driver.

Proven Impact: Turning Wellness into Results

Fibre Federal Credit Union has proven that financial wellness is more than just a feel-good initiative, it’s a powerful driver of growth. By leveraging SavvyMoney within a connected digital ecosystem, the institution achieved a 6.5% click-through rate on deposit offers and attributed over $27 million in loans to personalized digital engagement. While these metrics are impressive, the long-term value lies in the increased financial confidence of members who are now actively improving their credit health. As Snyder suggests for those looking to replicate this success: “Don’t get overwhelmed… just jump in and start trying things. But whatever you do, track it and report the results.”