Pasadena Service Federal Credit Union partners with to significantly enhance member experiences & operational efficiencies by offering an intelligent virtual assistant

WALNUT, CA (May 26, 2021) — Pasadena Service Federal Credit Union  (PSFCU), a not-for-profit financial organization, serving over 11,440 members, will offer 24×7 personalized support to all its members with’s award-winning Intelligent Virtual Assistant (IVA).

The IVA will be initially available on PSFCU’s website and mobile app. It will enable PSFCU to engage its members and instantly help them find answers to their questions. With this increased efficiency, PSFCU’s staff will also be able to provide personalized support to members in need, thus elevating the overall member experience offered.

“Our members will be able to use the IVA to get quick answers for their queries, and it will help us provide 24×7 support to our members. The IVA will help us elevate our service levels and offer our members the best member experiences possible. We will leverage our staff bandwidth to focus on solving complex member issues and provide personal assistance.” said James Chang, Chief Executive Officer, PSFCU

On the technology & the timing of the project, James Chang, the CEO of PSFCU, said, “ With the emergence of COVID – 19 member behavior was changing, and we saw increased interactions in the call center. We did not want to lose the personal touch while engaging with our members and were on the lookout for a technology that would help us remain operationally efficient & free up our staff to ensure personal assistance. We discovered that‘s IVA could help us overcome these challenges swiftly.”

On the partnership with, James added, “The member experience we will be able to offer with is far superior to what we found was possible with other AI platforms. The impact has enabled for other Credit Unions is unparalleled. Working with will enable us to focus on what we do best, which is to serve our members.”

Srinivas Njay, Founder and CEO of, adds, “The pandemic has made member behavior on call centers permanent. There is a sustained increase in call center traffic, in the order of 30 – 40% on average, across financial institutions. This increased traffic has resulted in increased wait times & abandonment rates leading to poor member experience. We believe implementing Intelligent Virtual Assistants is the only way for most financial institutions to offer timely support, provide personalized service to members at scale and manage operations efficiently. We are excited to partner with PSFCU and enable them to improve their service levels, engage better with their members, and also seamlessly onboard new members.”

About provides an out-of-the-box Intelligent Virtual Assistant that acts as a “personal banking teller” to help members 24x7 through every step of their journey from being a prospect to achieving financial wellness.’s Intelligent Virtual Assistants currently power several Banks and Credit Unions across the world. For more information, please visit

About Pasadena Service Federal Credit Union:

Pasadena Service Federal Credit Union (PSFCU), Pasadena Service Federal Credit Union (PSFCU), a not-for-profit financial organization with over $140.6MM in assets, has evolved since 1938 into a community chartered financial institution that services the world-class city of Pasadena and surrounding areas, to over 11,440 members.


Laura Bryant

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