Redwood Credit Union
Growth powered by the member journey
Expertise
Audience Science, Creative, Digital Media, Direct Mail
Industries
Banks + Credit Unions
See how Amsive drove sustained product adoption and member growth through relevance, multi-channel sequencing, and trust.
+9x
increase in credit card transactions
+22%
of migrated wealth deposits attributed to marketing at a $136 CPA
188
qualified insurance leads generated in 24 hours
THE CHALLENGE
Driving growth without fragmenting the experience
Redwood Credit Union wanted to deepen relationships with existing members by increasing adoption across credit cards, wealth management, and insurance. While engagement was strong, conversion varied by product.
Amsive introduced a coordinated, journey-led growth strategy that enabled RCU to drive efficient, scalable growth across multiple lines of business.
THE STRATEGY
Aligning growth to the member lifecycle
As Redwood Credit Union’s performance marketing agency of record, Amsive led strategy and execution across paid digital media, performance creative, and direct mail. Rather than relying on standalone product promotion, we anchored a multichannel growth strategy in member intelligence and lifecycle context.
Using Amsive’s proprietary Xact™ customer intelligence platform and Audience Science® framework, we analyzed member behavior, engagement patterns, and life-stage signals to identify moments of readiness across the lifecycle.
These insights informed who to engage, when to engage them, and which products were most relevant—allowing growth to be driven by timing and context rather than volume. Audience definitions, suppressions, and sequencing were applied consistently across channels to ensure efficiency, relevance, and measurable impact.
THE SOLUTION
A journey-led Member Growth Engine
Amsive activated its Member Growth Engine by combining Xact-powered customer intelligence with the Audience Science framework to identify, activate, and measure lifecycle-based growth opportunities across Redwood Credit Union’s existing member base.
Member lifecycle triggers such as spending behavior, product usage patterns, and engagement signals were used to prioritize audiences and sequence outreach across products. Rather than promoting individual offerings in isolation, Amsive coordinated messaging and activation to align with where members were in their financial journey, ensuring relevance and reducing friction.
This approach supported cross-sell and adoption across key growth areas, including increased utilization of credit lines, expanded insurance engagement, and growth in wealth deposits. Personalized, low-friction experiences were delivered through paid digital, performance creative, direct mail, and trusted owned channels such as online banking.
Throughout the program, consistent audience definitions, suppressions, sequencing, and measurement frameworks were applied to assess impact and optimize performance over time. This integrated execution allowed acquisition and engagement efforts to work together, driving efficient member growth, broader product adoption, and stronger long-term value.
THE RESULTS
Scalable growth without sacrificing trust
By centering growth on the member journey, Redwood Credit Union increased product adoption while maintaining relevance and trust.
The coordinated approach drove meaningful behavior change, accelerated cross-product engagement, and delivered measurable gains across credit, wealth, and insurance—demonstrating how journey-led growth creates stickier services and long-term member value.
+9x
increase in credit card transactions
+22%
of migrated wealth deposits attributed to marketing at a $136 CPA
188
qualified insurance leads generated in 24 hours