BloomCU designs an integrated member application for Heartland CU

COTTONWOOD HEIGHTS, UT (January 11, 2021) — Heartland CU’s website just got a makeover. The clean design, captivating images, and easy navigation allow for a delightful user experience, but what really sets this website apart is the integrated account application.

Applying to become a member of a credit union online isn’t always easy. More often than not, prospective members are taken off of the credit union’s site and to a third-party application where the experience is not user friendly. But with Heartland CU’s new website, third-party applications are a thing of the past. The agency that redesigned Heartland’s website, BloomCU, was able to create an integrated application that enables users to apply for membership without ever leaving the site.

With this integrated account application come new opportunities. Heartland CU can now control the design experience, track how the application system is performing, and optimize the system based on data. Derik Krauss, co-founder of BloomCU explained, “Measurement precedes improvement: You can’t measurably improve what you don’t measure. So, knowing the performance of Heartland’s account applications is a big win. The analytics show us what’s working well and what we can improve.” Heartland CU has already seen success with their new seamless account application system and is excited about the opportunity for growth this application provides.

Creating an embedded account application was no easy task, but BloomCU and Heartland CU thoroughly enjoyed the process of working together to make it happen.

Ryan Harmon, BloomCU’s Creative Director, said, ”Alyssa, Vice President of Marketing at Heartland CU, is a marketing machine. I am very impressed with how much attention she gave us and the impact she has had on this project. Her credit union is very lucky to have her! We appreciate her hard work—it did not go unnoticed.”

The feeling was mutual, as Heartland CU had good things to say about working with BloomCU.

Alyssa Karl, Vice President of Marketing, shared, “We are so pleased with the website BloomCU developed for us. We were looking for a site that would reflect our new branding and casual atmosphere while providing members and prospective members an easy and friendly site to navigate—we got that and so much more. Working with BloomCU was a pleasure and the team was always open to new ideas and willing to look outside the credit union industry for inspiration. We are excited to continue to grow our new digital branch with BloomCU.”

With a sleek new website and integrated application process, Heartland CU is more prepared than ever to serve their current and future members.

About BloomCU

BloomCU LLC helps credit unions design results-driven websites that increase loans and accounts. They work with credit unions in 25 states across the US, many of which have won awards or recognition for their websites from CUNA, MAC, The Financial Brand, Credit Union Times, CUES, and others. The company has a reputation for designing beautiful websites that feature intelligent technologies (e.g., personalization, chatbots, integrated origination experiences) and then optimizing those sites continuously to grow loans, deposits, and membership.

About Heartland Credit Union

Heartland Credit Union is a member-owned, not-for-profit financial cooperative based in Inver Grove Heights, Minnesota. True to the principles of its founding in 1939, Heartland CU’s sole purpose is to enhance the financial well-being of its 11,000 members with solutions that maximize their money and time.


Derik Krauss
(844) 334-3837 |

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