Data takes flight at Wings Financial

The Minnesota credit union is mining data and using analytics to broaden, and deepen, the member experience.

Member intelligence is driving an evolution in the member experience at Wings Financial Credit Union ($5.1B, Apple Valley, MN), which has gone all-in on using data to act and serve.

“Member intelligence is a broad concept,” says Mike Lindberg, who leads the credit union’s Strategic Analytics & Member Insights team. He says Wings’ search for clarity in member intelligence and experience is focused on understanding:

  • In what ways does Wings currently provide value to members?
  • How do members want to see value from Wings?
  • How can Wings position itself to improve value to members?

The Twin Cities credit union is gleaning insight from personal interactions — in person and digitally — and actively building its internal analytics skills while working closely with vendors advancing their own offerings in machine learning, artificial intelligence, and visualization software.


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