Reward Behaviors.

Nudging Members Along the CU Journey:

A large Credit Union (CU) based in metropolitan city had established itself as a market leader in member acquisition, successfully bringing thousands of new accounts into the organisation annually. However, the CU faced a persistent challenge in cultivating deeper, long-term relationships with its existing member base. Many members opened accounts but failed to engage with core digital services or transition the CU to their primary financial institution (PFI). The CU needed a scalable, automated system to reward high-value behaviors and encourage members to complete every small milestone on their journey to becoming fully engaged.

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Automated, Event-Driven Rewards

Cyder engineered a solution focused on creating "micro rewardable moments"—an automated engine designed to issue rewards instantly upon specific member actions. The system is highly granular, rewarding both simple actions (like setting up an e-transfer or a direct deposit) and larger milestones (like opening a new investment product). Crucially, the entire program is self-service for the CU, allowing them to define specific pre-qualifying behaviors that members must meet before a rewardable event is triggered, ensuring rewards only go to the most impactful actions.

Continuous Member Relationship Building

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By rewarding every small positive interaction, the Cyder platform transforms the CU’s approach to engagement, moving from periodic marketing pushes to a persistent and positive feedback loop. The automated nature of the program encourages the adoption of high-value services and drives critical PFI behaviors (like direct deposit switching and increased e-transfer usage). This automated system gives the CU complete control over behavioral steering, ensuring they can continuously reward and deepen relationships with their existing members at every stage of their financial lives.