SaveUp: Making Positive Financial Behavior Fun

By Matt Davis

The Filene Research Institute conducted the first independent review of the SaveUp program (, an online tool that uses game thinking to engage consumers and reward positive financial behaviors. SaveUp is positioned in the market as an innovation in member rewards and relationship development. Fourteen credit unions offered SaveUp to their fields of membership on a pilot basis from March 1st to August 31st 2012.

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This research examines the pilot experience from a member and credit union perspective. The objective of the pilot was to monitor the following over a six-month period of time:

  • member adoption rates
  • engagement levels
  • cross sales of credit union products and services, and
  • member and credit union satisfaction with the program.

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