How Priority One Credit Union integrated text messaging as an omni-digital strategy

BERKELEY, CA (July 26, 2018) — Los Angeles-based Priority One Credit Union today announced the release of Elle, its text messaging platform for financial services. The addition of Elle gives any of the credit union’s 18,000 members the opportunity to engage through text for their day-to-day digital banking needs.

The financial industry is seeing an emergence of digital technology, delivering enhanced experiences to customers who demand convenience, accessibility and easy-to-use platforms. According to Marco Antonio Cavallo, Chief of Research at CGN Research & Advisory Group, “most banking institutions now realize they must improve delivery of financial services on digital channels to keep pace.” He adds, “financial institutions must offer their products and services to omni-digital customers at the time, place and mainly through the channels they prefer.”

When reviewing options, the team at Priority One felt text messaging would help shape the quality of their digital member journey, especially those who want end-to-end digital engagement options.  Furthermore, research has shown text messaging to improve delivery of services. A recent study by Twilio shows how “98% of text messages are read within three minutes.”

With an omni-digital strategy in place, Priority One established a partnership with Berkeley, California-based Shastic, the technology company behind Elle. Priority One liked how the text messaging platform connects seamlessly with other banking digital channels including LOS and CRM systems. With one-on-one text messaging communication, Elle simplifies common banking needs including applying for a loan, starting a new membership, opening an account, checking balances, or other on-demand services.

“The fact is, many of our members are texting all day long,” said Daniel Ballesteros, Marketing Manager at Priority One. “The adoption of the Elle text messaging platform was not a difficult transition for us because it is built in a way that aligns with our operations.”

With Shastic’s support, Priority One established a three-factor verification process within the text messaging platform for increased security. This particular step resulted in a more secure way to manage member requests. It also protected members from over-exposing personal information while also verifying their membership with Priority One Credit Union.

Following this early success, the credit union is in the process of expanding text messaging into the member’s digital application journey to enhance engagement and strengthen their completed application results.

About Shastic

Shastic built the first Intelligent Process Automation (IPA) platform specialized for banking. They offer their technology as a Cloud service that requires minimal upfront IT investment without the elongated implementation process. Shastic is trusted by 50+ financial institutions across the US. Their platform allows financial institutions to increase capacity and processing speed by 10 times using the same resources and processes they currently have in place. Shastic has partnerships with Finastra, MeridianLink, and Access Softek to help financial institutions streamline banking processes and improve customer service. For more information, visit


Patrick Guilshan
William Mills Agency

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