Finalytics.ai, a San Francisco Bay Area company that provides AI-driven personalisation for community banks and credit unions, has launched a personalised digital experience for Travis Credit Union. The credit union’s website now adapts to what each visitor appears to be trying to do, such as opening a first account, comparing auto loans or looking for savings options, rather than showing every visitor the same page.

Travis Credit Union is the 12th-largest credit union in California, with close to 280,000 members and nearly $6 billion in assets. The project is intended to bring the approach used in its branches, where staff listen first and then help, to its online channels.

In practice, a young adult researching a first credit card is shown plain-language guidance on building credit instead of a list of products, while a family comparing auto loans sees the rate, the monthly payment and a route to pre-approval. The aim is to reduce the time members spend searching for information.

“Our members know what it feels like to walk into a Travis branch and be recognized. We wanted the same thing online,” said Grant Karsas, Vice President of Digital Experience at Travis Credit Union.

The Finalytics platform infers intent from how a person navigates the site and adjusts content, offers and next steps to match. Finalytics also supports the credit union’s team with copy, offers and reporting, and measures results by accounts opened and loans funded.

Craig McLaughlin, founder and CEO of Finalytics.ai, said Travis began from the member’s point of view and worked backwards, which he described as the right way to approach personalisation. Finalytics.ai is organised as a credit union service organisation (CUSO).

The personalised experience is live across the Travis website, and the credit union plans to keep refining it based on how members use it.