Three industry-leading firms—Infusion Marketing Group, QwickRate, and IntelliCredit—have combined to form OptimaFI, a new entity designed to provide community banks and credit unions with integrated data, insights, and solutions across marketing, credit risk, and liquidity management functions, currently serving over 2,500 clients.
The formation of OptimaFI unifies Infusion Marketing Group with QwickRate and IntelliCredit, which Infusion acquired in 2025. With a nearly four-decade legacy of serving community financial institutions, OptimaFI aims to address the challenge faced by leadership teams who generate significant data but often find their growth strategies, credit decisions, and balance sheet management disconnected.
OptimaFI’s mission is to help these institutions make more informed decisions about growth, risk, and profitability by integrating data, insight, and execution across key functions. The organization offers affordable, quick-to-market solutions supported by expert advice, focusing on three core areas: growth strategy and relationship expansion; credit risk oversight and portfolio management; and balance sheet strategy, including funding, liquidity, and financial analytics.
Tim Keith, CEO of OptimaFI, stated, “Community financial institutions have access to varying degrees of data and analytics, yet many critical decisions are still made without sufficient context. We formed OptimaFI to help executives see the full picture of how marketing investment affects deposit costs, how portfolio concentrations impact liquidity needs, and how pricing strategies influence both growth and margins. Our clients can now access integrated expertise that was previously available only through multiple vendors or internal teams working in isolation.”
The combined experience of the founding organizations underpins OptimaFI’s offerings. Infusion Marketing Group, established in 2007, has developed growth strategies and marketing programs for community financial institutions, generating over $27 billion in new deposit and loan account balances. QwickRate, dating back to 1986, specializes in credit risk analytics and portfolio management tools, having enabled over $250 billion in non-brokered deposit funding in the last 20 years. IntelliCredit has provided credit risk management and portfolio services to hundreds of institutions.
OptimaFI emphasizes continuity for its existing client base. Clients will continue to work with their current teams and contacts, maintaining uninterrupted access to services and solutions. Keith added, “Our clients value continuity, credibility, and results. OptimaFI strengthens our ability to deliver meaningful outcomes while preserving the relationships and workflows our clients depend on. This isn’t about creating complexity—it’s about making connections that drive better decisions.”
OptimaFI is scheduled to introduce the new organization at Bank Director’s Acquire or Be Acquired Conference, taking place from February 1–3 in Phoenix. CEO Tim Keith will participate in a Sunday session titled “Leveraging Data for Growth,” while David Ruffin, President of Credit Risk Solutions at OptimaFI, will co-host a Tuesday breakout session on “Strengthening Credit Resilience: Processes, Contingencies and Culture.”
