MSUFCU Earns Digital Banking Award for Its Innovative Member Engagement Solution
EAST LANSING, Mich. — MSU Federal Credit Union’s (MSUFCU’s) efforts to simplify the online application process has earned it national recognition.
MSUFCU received the Credit Union Journal’s Best Practices Award for Digital Banking for its Online Membership and Loan Application (OMLA) system that combines membership, accounts, and loan applications into one online portal.
“Our goal was to streamline the application processing system for employees while making it easier for consumers to become Credit Union members and open accounts,” said Samantha Amburgey, MSUFCU Chief Information Officer. “The previous system required multiple steps. Now, all steps are combined into one.”
MSUFCU has seen a 74% increase in new online account openings in the system’s first 10 months, along with a 31% decrease in abandonment for online membership applications. More than 800 applications were started and 730 accounts opened.
The OMLA system also includes a “student package” of checking, savings, and credit products to market to college students, one of the Credit Union’s key audience segments. MSUFCU has accounts for approximately half of Michigan State University’s students.
MSUFCU has a national reputation for excellence and has received several top industry and workplace awards. The Credit Union received a 5-Star Rating from BauerFinancial in 2020, and was named as a Top Workplace in the large employer category by the Detroit Free Press for seven consecutive years, a Top 100 Best Workplace for Women by Fortune for the third year, and is in the top five Michigan credit unions by Forbes Best-in-State Credit Unions. MSUFCU was named a Best Workplace in Financial Services and Insurance by Fortune Magazine, received the ATHENA Award® for Organizational Leadership, and was named West Michigan Best and Brightest to Work For five years in a row. The Credit Union earned the ranking of one of Michigan’s Best and Brightest in Wellness for the fourth consecutive year, and has been certified as a Great Place to Work® for six consecutive years. MSUFCU has also been recognized for its financial education initiatives, ranking first for the Alphonse Desjardins Adult and Youth Financial Education Awards, and the Louise Herring Award as well as an honorable mention for the Dora Maxwell Award by the Michigan Credit Union League. Founded in 1937, MSUFCU is headquartered in East Lansing, MI, has 19 branches, nearly 300,000 members, more than $4.7 billion in assets, and more than 900 employees. For more information, visit msufcu.org.