How Patelco matches digital design to financial goals

The California credit union digitally guides members to matching what they need financially to what the credit union has to offer.

Patelco Credit Union($6.9B, Pleasanton, CA) is a year into its new digital presence, built around helping members map their credit union journey by matching financial products to financial wellness.

The big idea is to provide a needs-based user experience that allows members and prospects to choose a guided experience tied to their goals, such as paying for an education or a home.

The home page journey beginsby filling in the blanks to an “I want” statement that then directs the user to loans and saving products, along with calculators and educational information and the ability to talk or text with a member service representative.

This holistic approach to member engagement is building on a record of strong metrics such as 2.33 share accounts per member (the average for all 5,451 credit unions in the U.S. is 1.91) and an average member relationship of $31,805, compared to the national average of $19,156.


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