For this credit union, the answer is clear: better engagement, higher conversion, and meaningful growth. At Chimney, we get to work with innovative financial institutions every day—but every so often, a client sets a new standard for what “great” looks like. One credit union in particular has stood out this year for the way it has utilized our platform to do more than just promote offers.
They’ve built a system that turns interest into action—and along the way, they’ve created a playbook other institutions would be wise to follow.
Creating a Conversion-Ready Offer Library
This credit union didn’t stop at launching a handful of generic offers. Instead, they built a rich library of promotional content across key product categories:
Multiple variants of HELOC and Home Equity Loan offers
Seasonal and event-driven messaging
Distinct offers tailored to different audiences
By using Chimney to test message themes like urgency (“Reach your goals faster”) and lifestyle framing (“Cash back on your everyday purchases”), the team created more ways to meet members where they are in their financial journey.
Each offer was carefully targeted—some were sent to all users, while others were targeted to specific segments. The result? Higher engagement, more clicks, and a steady flow of qualified interest signals for the lending team to act on.
A Lending Team That Turns Clicks Into Conversations
But what really sets this credit union apart is what happens after someone clicks.
When members engage with an offer but don’t apply immediately, the opportunity doesn’t end there. The lending team follows up directly, promptly, and with context.
They use Chimney’s data to identify who clicked, what they were interested in, and how recently. Armed with that insight, loan officers reach out to offer support, answer questions, and help members feel confident taking the next step.
This isn’t cold calling. It’s intent-based lending, and it’s working.
Marketing and Lending: Better Together
Behind the scenes, the client’s marketing and lending teams are tightly aligned. Campaigns aren’t just created to look good—they’re designed to perform. Here’s what that collaboration looks like:
Marketing builds and launches offer variants aligned to lending goals
Performance is tracked in real time within Chimney
Leads are reviewed regularly and routed to the right team members
Feedback loops between departments ensure continual improvement
By working together, these teams have transformed offer engagement from a top-of-funnel activity into a revenue-driving engine.
What Others Can Learn
This credit union isn’t successful because it has access to tools that others don’t. They’re successful because they’ve built a repeatable system around the tools they do have.
Here’s what other institutions can take away:
Invest in creative variation: Don’t settle for one offer per product. Test different angles, messages, and targeting.
Follow up on signals: A click is just the beginning. Make it easy for lending teams to act on intent.
Tighten cross-functional collaboration: Your best results happen when marketing and lending are rowing in the same direction.
Plan proactively: Seasonal, lifecycle, and promotional campaigns all benefit from lead time and alignment.
Ready to Level Up Your Offer Strategy?
If your institution is looking to go beyond brand awareness and start driving real product growth, we’re here to help.
Let’s build a strategy that bridges marketing and lending—and turns engagement into funded loans.
→ Reach out to your Chimney partner to get started.