Each month, we celebrate a standout credit union leader who is transforming member engagement through the use of data-driven strategies. For our May Credit Union Spotlight, we’re proud to recognize Andrea from Expree Credit Union for her thoughtful approach to member segmentation and her vision for personalized marketing campaigns using the BlastPoint platform.
We asked Andrea a series of questions to learn more about how Expree Credit Union is applying BlastPoint’s capabilities to support their goals. Her responses reflect a forward-thinking perspective and a strong foundation for scalable, targeted growth.
Solving Key Challenges with BlastPoint
As a newer BlastPoint user, Andrea noted that one of the most immediate benefits has been the platform’s ability to deliver precise, relevant data quickly. Rather than sifting through irrelevant or outdated reports, she can now generate insights using customizable rules and intuitive filters—all with just a few clicks. This streamlined access to updated member information enhances both efficiency and accuracy, helping Expree act faster and smarter.
Most Valuable Features: Personalization and Cross-Selling
Among the most valuable tools in BlastPoint, Andrea highlighted the audience segmentation feature. By being able to view which products and services each member already uses, the Expree team can personalize messaging and provide more relevant offers.
This capability supports both:
- More targeted marketing strategies
- Improved support and cross-sell opportunities
The result is not only increased member satisfaction, but also stronger relationships and potential revenue growth through personalized recommendations.
Strategic Segments: Becoming the Primary Financial Institution
Andrea and her team have developed a segmentation strategy aligned with Expree’s long-term vision: becoming the primary financial institution for every member. They use five key criteria to evaluate each member’s level of engagement across core products and services.
By identifying members who are missing just one of those components—for example, having all products except a loan—the marketing team can strategically promote credit cards or loan products to fill that gap. This approach helps grow wallet share and reinforces Expree’s value proposition.
Outreach Methods: Focused Email Marketing
Expree currently focuses on email marketing to reach members with targeted offers. With clearly defined segments and relevant data at their fingertips, their team is able to deliver more meaningful, timely communications that reflect each member’s financial needs and behaviors.
Long-Term Vision with BlastPoint
Andrea sees BlastPoint as a cornerstone of Expree’s future marketing success. As her team gains proficiency in the platform, they plan to build more specific campaigns and use BlastPoint to:
- Craft personalized promotions
- Track results and refine strategy
- Strengthen member relationships through consistent, data-driven engagement
The goal is not only to grow membership and product adoption, but to also enhance the overall member experience with the right message, at the right time, through the right channel.
Enhancement Wishlist: Automation for Smarter Marketing
Looking ahead, Andrea would love to see even more automation built into the platform. She envisions a future where BlastPoint houses creative assets and automatically deploys campaigns as member metrics change.
For example:
- A new member signs up → the system sends a tailored welcome series.
- Engagement or demographics shift → messaging, frequency, or content adjusts automatically.
These automated workflows would enable Expree to keep communications timely and relevant—further increasing impact and reducing manual effort.
Final Thoughts
Andrea’s early use of the BlastPoint platform showcases how even a new user can gain quick wins through smart segmentation, simplified data access, and personalized outreach. Her thoughtful approach to member engagement and future plans for automation make her a standout in our community.
Stay tuned for our next Credit Union Spotlight, where we continue to highlight leaders who are transforming member experiences with AI-powered insights.
Contact us today to learn how BlastPoint can support your growth strategy!