Each month, we recognize a standout leader who leverages BlastPoint’s platform to drive exceptional member engagement, enhance member experience, and make data-driven marketing decisions. This month, we’re excited to feature Steven Reed from P1FCU as our March Credit Union Spotlight MVP!
To gain deeper insights into how Steven and his team are utilizing BlastPoint’s platform, we asked him a series of questions about their strategies, successes, and future goals. His responses provide a firsthand look at how predictive modeling, segmentation, and communication insights are transforming their marketing efforts and improving member engagement.
Solving Key Challenges with BlastPoint
What is the current challenge BlastPoint’s platform is helping you solve this past month?
This past month, P1FCU launched an innovative mortgage campaign using BlastPoint’s predictive modeling to identify high-propensity mortgage borrowers. With a $700 Closing Cost Credit Mortgage Campaign for 2025, Steven and his team strategically targeted members who were most likely to engage.
- Focused Targeting: The campaign specifically reaches members with an Ascend Checking Account (required for the promotion) who have high scores on BlastPoint’s mortgage propensity scale.
- Optimized Outreach: Leveraging BlastPoint’s communication channel preference data, the team identified the best outreach method for each member—email, mail, or phone.
- Personalized Messaging: Using insights from BlastPoint, P1FCU refined their approach to ensure a data-driven, member-first mortgage marketing strategy, increasing engagement and optimizing response rates.
Most Valuable Features: Data-Driven Growth
Which BlastPoint feature(s) have been most valuable, and why?
Over the past two years, P1FCU has primarily focused on marketing Checking Accounts. The Checking Account propensity model in BlastPoint has been one of their most valuable tools for target marketing. Since implementing BlastPoint, P1FCU has seen a 2% increase in checking penetration, demonstrating the power of predictive modeling in driving member engagement and growth.
Building Smart Member Segments
Can you describe some of your segments and the logic behind the rules when building them?
P1FCU’s segmentation strategy varies depending on the campaign, but the goal remains the same:
- Reach the right members
- At the right time
- With the right product
- Using their preferred communication channel
To achieve this, the team relies heavily on communication channel preferences to ensure that messaging reaches members in the most effective way possible.
Unexpected Insights from BlastPoint
Are there any data points or insights from BlastPoint that have surprised you the most in your recent project?
One of the most surprising and valuable insights from BlastPoint has been identifying members and households that fit the ALICE (Asset Limited, Income Constrained, Employed) population. This deeper understanding has helped P1FCU allocate resources more effectively and reinforced their commitment to supporting financial literacy and financial well-being for their members.
Effective Outreach Methods
What specific outreach methods are you using to engage your members?
P1FCU utilizes a multi-channel approach to reach and engage members, ensuring no opportunity is missed. Their outreach strategy includes: Phone Calls, Emails, Direct Mail, Social Media…and more, ensuring maximum engagement across all touchpoints.
Tracking Campaign Success & Looking Ahead
How are you tracking the success of your campaigns/marketing? Any success stories or wins yet from the past months’ work?
While it’s still early to measure the success of their Mortgage Campaign, Steven is excited for BlastPoint’s new campaigns feature (currently in beta), which will provide real-time tracking and insights into which campaigns are driving the best results.
Key Features That Have Made a Difference
What attributes/features did you find most helpful?
- Predictive Modeling: Allows for precise targeting of high-propensity members, improving the efficiency of marketing efforts.
- Communication Channel Preferences: Ensures messaging reaches members in the way they are most likely to engage, increasing response rates and conversions.
Long-Term Engagement & Growth Plans
How do you see BlastPoint fitting into your long-term engagement and growth plans?
Looking ahead, P1FCU is focusing on marketing automation by integrating BlastPoint’s next-best-product model with HubSpot. Their goal is to enhance their automation capabilities and streamline engagement to continue growing their membership base effectively.
Wish List: Future Enhancements for BlastPoint
What new capabilities or enhancements would you love to see in BlastPoint to further improve your success?
One feature that Steven would love to see is the ability to pull lists directly from the map section segments. Given P1FCU’s large footprint, this capability would further enhance targeting efficiency and campaign effectiveness.
Final Thoughts
Steven’s strategic use of BlastPoint’s predictive modeling, segmentation tools, and communication insights is a testament to the power of data-driven marketing. His approach not only enhances member engagement but also helps P1FCU optimize marketing spend and grow efficiently.
P1FCU’s Success with BlastPoint: A Data-Driven Transformation
P1FCU has achieved remarkable success using BlastPoint’s AI-driven insights, improving member engagement and increasing revenue. Their strategic approach to targeted marketing has yielded impressive results, and now you can discover how they did it. Learn from their experience and see how data-driven strategies can elevate your credit union’s growth.
To explore the impact of BlastPoint on P1FCU’s marketing strategies and revenue growth, check out the following resources:
On-Demand Webinar: Increasing Checking Accounts with AI-Driven Insights
Join Taylor Malm, Digital Marketing Specialist at P1FCU, and Tomer Borenstein, BlastPoint’s CTO & Co-Founder, as they share exclusive insights on increasing checking account engagement using AI-driven strategies.
Case Study: Revenue Projections – BlastPoint’s Impact on Generating $410K for P1FCU from Checking Accounts
P1FCU struggled to engage members with their Checking Account product and needed a way to target the right members efficiently. BlastPoint’s in-depth analysis identified key demographics and behavioral trends, helping P1FCU refine their outreach strategies.
As a result, BlastPoint is projected to drive $117K–$410K in revenue for P1FCU this year, showcasing a significant return on investment (ROI).
Get Involved: Learn, Connect, and Grow
Stay tuned for our next Credit Union Spotlight, where we continue to highlight outstanding achievements in the financial services industry. Want to see how other organizations are leveraging BlastPoint for success? Read more inspiring stories and best practices!
Contact us today to learn how BlastPoint can transform your marketing efforts!