There are a seemingly endless number of ways you can segment your members. Segmentation based on member behaviors is helpful for creating relevant messaging for more efficient and impactful outreach. Here are 5 member behaviors you can take action on:
1. Product Adoption Behavior
What to analyze:
- Number and mix of products per member
- Sequence of product adoption over time
Why it matters:
- Identify members ready for their next product
- Target cross-sell offers (e.g., checking → auto loan → credit card)
- Increase member lifetime value
2. Engagement Channel Behavior
What to analyze:
- Digital vs branch vs call center usage
- Frequency and timing of interactions
Why it matters:
- Spot digital-first vs branch-dependent members
- Improve staffing and channel investments
- Reduce friction and member effort
3. Transaction & Spend Patterns
What to analyze:
- Debit/credit card spend trends
- Bill pay, transfers, and payment behavior
Why it matters:
- Detect life events (new job, move, family changes)
- Offer timely, relevant products
- Strengthen everyday financial relationships - when you consistently send relevant and timely messaging to your members, they will think of you first when it comes time to get that mortgage
4. Balance & Flow Behavior
What to analyze:
- Deposit growth or runoff
- Paycheck deposits and cash flow changes
- New money tracking
Why it matters:
- Predict attrition or disengagement risk
- Identify members likely to benefit from savings or lending products
- Protect core deposits
5. Lifecycle & Attrition Behavior
What to analyze:
- Inactivity trends
- Reduced engagement or declining balances
Why it matters:
- Trigger retention outreach before members leave
- Prioritize high-value at-risk members
- Improve long-term member retention
Why this matters for leadership:
When credit unions shift from reporting to behavior-based insight, they can move faster, personalize better, and serve members more proactively.
Click "Learn more" to see how you can get the full picture of any member in seconds by connecting key member data from your Core, Loan, Home Banking, and other systems all in one place.
Quickly understand what segments your members belong to, and what products to recommend to them the next time they visit a branch or call in for assistance.