Every member journey starts long before an application is submitted. It starts in a moment of curiosity or uncertainty — a search for a better rate, a need for a new car, a first apartment, a financial reset, or simply the desire for something that feels more human than the big banks down the street. People begin that journey quietly, comparing options, reading reviews, and trying to understand which financial institution can best meet their needs.

It’s during that moment when they decide to look where strategy matters. You have a chance to meet them with the right message, in the right channel, at exactly the right time. But that doesn’t happen by accident. It happens when your digital presence, your content, your search strategy, and your member experience all work together to help that person find what they need with confidence.

At Substation, I help credit unions build that member relationship from the very beginning and carry it all the way through. From how a stranger finds you, to how a new member feels during their first 90 days, to their next best product, to how long-term members stay connected and loyal. The entire journey matters, and when you build it intentionally, it becomes one of the strongest growth engines a credit union can have.

This work spans the full lifecycle: attracting the right members through organic search, AI visibility, and paid media; engaging them with multi-channel onboarding and strategic follow-ups; and delighting them with personalized communication that makes them feel understood, supported, and part of something built for their well-being.

When each stage works together as one cohesive system, a credit union can grow in a way that feels aligned with its mission while transforming into the obvious choice for today’s modern audience.