Growing Member Engagement and Loyalty Through a fintech partnership with ASAPP Financial Technology
As the financial and digital landscape evolves, so do the expectations and needs of both new and existing Credit Union members. Today, members expect seamless, personalized experiences across every channel, whether in-branch, online, or mobile. Tandia Financial Credit Union, located in the Greater Hamilton and Halton Area of Ontario, Canada, recognized the need to enhance these connections while empowering their team with new tools to support these evolving trends.
To achieve this, Tandia partnered with ASAPP Financial Technology, working together to transform engagement strategies, streamline workflows, and open the door to new revenue opportunities. The result has been stronger relationships, more targeted outreach, and operational improvements that benefit both members and staff.
With ASAPP Financial Technology, Tandia integrated its account origination (AOS), loan origination (LOS), and CRM systems and adopted original approaches to task management, workflow optimization, marketing outreach, and member engagement. Staff now have a unified view of member relationships, enabling them to provide timely, relevant, and personalized service, whether the interaction begins online or in person.
This transformation wasn’t about technology, it was about adoption, engagement and support, both from a member’s perspective, as well as the teams within Tandia. Through virtual and in-branch training sessions, staff quickly learned how to use the tools, and confidence in digital outreach grew almost immediately.
One of the most impactful changes came from ASAPP Financial Technology’s ready-to-use email templates. Within the initial campaign, Tandia’s teams sent over 1,600 targeted emails, generating over 200 responses in the first week alone, and now consistently send 800 to1,000 weekly personalized emails to engaged members, averaging 100 to150 weekly responses.
These templates empower staff to easily personalize messages, ensuring that communications are relevant and timely. For example, documents can be attached directly within emails, streamlining processes for both the member and the staff. This reduces the number of back-and-forth interactions, improving efficiency while maintaining a personal touch.
A standout workflow for Tandia’s retail team has been its approach to term renewals. By leveraging email templates in combination with Microsoft Forms, Tandia has been able to proactively reach out to members whose terms were coming due, even including joint members in the messaging to add an extra touch of personalization. Instead of requiring members to visit a branch or initiate a phone call, the email includes a link to a secure form where they can quickly confirm renewal details or request changes. This process not only saves members time but also reduces administrative workload for staff, allowing them to focus on higher-value interactions.
Tandia’s team has also effectively leveraged the Platform’s Custom Promotional Page capability to run targeted campaigns. A notable example is the “Wellness Loan Program”, offered in partnership with Dr. Peter C. Fritz Periodontal Wellness & Implant Surgery. This special financing option is designed to help local members access a range of periodontal wellness treatments without financial stress.
By directing members from targeted emails to a dedicated landing page, Tandia clearly outlined the program’s features. The page simplified the application process, enabled members to apply online within minutes, and allowed the team to track engagement at every step. Tandia’s Marketing team has had more freedom to work and support products and programs like this, focusing on “Member Solutions.” The campaign’s success demonstrated how pairing personalized outreach with convenient digital tools can drive strong uptake for specialized programs, and Tandia is now looking to expand its local support of businesses with additional partnerships and programs.
Tandia’s digital transformation journey and partnership with ASAPP Financial Technology continues to evolve. Looking to expand upon Tandia’s existing success with term renewals and email templates, Tandia plans to take advantage of ASAPP Financial Technology’s Opportunity Engine, integrated with scheduling tools, CRM workflows, and the digital banking ENGAGE Widget for offer presentment and tracking.
This will allow Tandia to push targeted offers directly to members within their online banking environment, based on life stage, behavior, or product usage. Planned initiatives include:
- Term Renewals: Automatically identifying and reaching members due for renewal with personalized offers and one-click scheduling for follow-up.
- Targeted Outreach for Youth / “Age Benefit” Calls: Engaging new, younger members at key milestones, such as turning 16, 17, or 18, with relevant financial education and product opportunities.
- Mortgage Renewals: Streamlining the renewal process to offer a seamless, fully digital experience from initial outreach to completion.
By embedding these interactions directly into members’ existing digital banking experiences, Tandia aims to further increase engagement and efficiency.
For Tandia Financial, the partnership with ASAPP Financial Technology has already delivered measurable results including higher engagement rates, greater operational efficiency, and deeper member relationships. Staff have embraced digital tools, members are responding to personalized outreach, and key processes like term renewals and product promotions are now faster and more efficient.
Looking ahead, Tandia plans to build on this momentum by continued collaboration and partnership with ASAPP Financial Technology. Tandia’s goal is to minimize clicks, both from a member’s and internal team’s perspective, using data-driven insights and integrated workflows to deliver even more timely, relevant offers to members. In doing so, Tandia is proving that digital transformation, when paired with a commitment to personalization, can strengthen loyalty and help members achieve their goals, both today and in the years to come.