Affinity Plus Reforms Branch Strategy Through Channel Analytics

Affinity Plus Federal Credit Union (Affinity Plus) of St. Paul, Minnesota was founded in 1930 to serve the financial needs of state employees. Since that time, it has grown steadily. However, during the Great Recession, Affinity Plus gained a large influx of members who had lost trust in their current bank. Accustomed to technology at their previous bank and favorite retailers, members desired an integrated digital experience with their credit union. Online and mobile banking were also highly demanded by membership. In 2014, Affinity Plus was at a crossroads. “Coming out of 2013, we were on a trajectory to add 50 new branches in 5 years at a rate of about 10 new branches a year”, explained Keith Malbrue, Chief Information Officer at Affinity Plus. 

Read the case study to learn how Affinity Plus utilized integrated data to perform data-driven decision making in regards to branch strategy. 


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