Build the base before the brilliance: AI comes after MX and deep research

Everyone’s talking about AI as the next big differentiator. But AI isn’t a strategy; it’s a capability. And it’s only as strong as the member experience and research foundation underneath it.

If your member experience is broken, AI will amplify the cracks.

If your research is shallow or unverified, AI will amplify the noise.

A strong base can only be formed through better, authenticated research and well-designed member journeys. AI tools on their own won’t deliver the ultimate member experience. Before you chase brilliance, build the base.

Today’s members expect more than digital access—they expect digital ease.

Research shows that 91% of business customers want streamlined online insurance experiences, yet only 34% feel they receive them.¹ That gap represents a powerful opportunity for credit unions to connect lending, deposits, and protection into one seamless, intuitive journey.

But you can’t close that gap with a slick app layered on top of guesswork. If your understanding of the member is built on unvetted AI summaries or outdated assumptions, the most polished front-end won’t matter. Slow claims, confusing loan approvals, and inconsistent service will still show up—and AI will expose them faster and more visibly.

Closing the gap starts with real research: Talking to members, observing their behavior, testing journeys, and validating what truly works.

AI is powerful at finding patterns, generating content, and scaling analysis. But it will pull in anything that has been published, without automatically knowing whether it’s current, accurate, or relevant.

That’s where disciplined research comes in. A strong foundation is built when organizations decide what “good” looks like before turning on the AI engines—what counts as an authoritative source, how recent data needs to be and how insights are checked before they shape real member experiences.

It’s not “AI vs. research.” It’s better research defining the right questions, the right data, and the right guardrails—and then using AI to move faster on top of that solid base.

When the base is solid, AI becomes the brilliance layer, not the bandage.

Strong member experience rests on clear, intuitive processes that members can follow without friction or confusion. These processes are refined through journey mapping, usability testing, and ongoing feedback—not assumptions.

Service delivery is reliable and consistent, informed by real performance data and member input. Systems and data are integrated so that claims, lending, and protection work together instead of in silos. Plus, market and competitive intelligence keep the organization aligned with where the market is going, not just where it has been.

On top of this, AI can personalize interactions, anticipate needs, and automate routine steps in ways that feel natural and helpful—because the underlying design is already member-centric.

Competitive intelligence (CI) is a core part of this foundation. Done well, CI does more than track “who offers what.” It helps answer deeper questions: How are competitors redesigning their digital journeys? Which messages and experiences actually resonate with members? CI connects scattered signals—new product launches, pricing shifts, partnerships, digital features—into coherent insight that product, underwriting, servicing, and digital experience teams can act on. It helps organizations prioritize MX investments that truly move the needle, rather than chasing every trend.

AI can enhance CI by scanning more sources and spotting patterns faster. But the CI discipline—framing the right questions, validating findings, and tying them back to real member needs—is what turns those signals into meaningful advantage.

A strong foundation of research, MX design, and competitive intelligence is what makes AI truly pay off—for both credit unions and their members.

Securian Financial is committed to a research-driven, member-centric experience. That shows up in the way we design and deliver solutions for our partners and their members—from launching My Coverage, a faster and easier claims portal for debt protection and credit insurance, to offering additional solutions that help credit unions and their members manage risks beyond traditional coverage.

We continue to invest in market and competitive intelligence to understand evolving borrower expectations and competitor moves, and to develop seamless, compliant digital journeys that integrate lending, deposits, and protection.

By combining rigorous research, disciplined competitive intelligence, a focus on member-centric experience and thoughtful use of AI, Securian aims to be your trusted partner for what matters next.

Securian Financial is the marketing name for Securian Financial Group, Inc., and its subsidiaries.