Extra Credit Union's AI-Powered Strategy Secures $12.7M in Deposits and 2025 Tekkie Award

Extra Credit Union, based in Warren, Mich., has been awarded the 2025 Finopotamus Tekkie Award for Revenue Growth, thanks to its strategic partnership with DeepTarget Inc. This collaboration utilized AI-powered digital banking engagement to generate over $12.7 million in new deposits from March to December 2024. The award highlights technologies that have significantly contributed to revenue growth in the past year.

Facing challenges such as rising interest rates and competition from both traditional and digital-only financial institutions, Extra Credit Union turned to DeepTarget's Digital Experience Platform (DXP) to optimize its marketing strategy. This approach allowed for personalized loan and CD offers to be delivered at optimal times through digital banking, achieving a 7.66% click-through rate, which is nearly eight times the industry average for financial services advertising.

The success of this campaign was not just in the numbers but also in how it expanded the credit union's lending capacity while providing members with competitive rates. Ruthann Varosi, Vice President of Marketing at Extra Credit Union, emphasized the importance of a comprehensive strategy that leverages every available channel, with DeepTarget's platform playing a pivotal role in their marketing mix.

Preetha Pulusani, CEO of DeepTarget, commented on the achievement, stating that Extra Credit Union's success demonstrates how midsized financial institutions can compete effectively by integrating AI-powered tools into their marketing strategies. The personalized, data-driven digital engagement not only amplified the impact of their comprehensive marketing strategy but also transformed digital banking from a cost center into a powerful revenue engine.