LAS VEGAS—Seeking to get to the “Holy Grail” of new membership, CU Direct has made a majority investment in Intuvo, a Scotts Valley, Calif.-based provider of an automated software platform for personalized marketing via email, direct mail and sales force automation.
Announced during CU Direct’s Drive 15 meeting here today, CEO Tony Boutelle said the goal is to execute on a vision expressed during its 2014 meeting when credit unions talked of the “Holy Grail” of indirect lending, which is to turn members who join a credit union through an indirect loan at an auto dealership into full-fledged, multiple-relationship members.
Boutelle said CU Direct has purchased Intuvo in order to address that issue, and is now piloting a program with a credit union aimed at improving those relationships.
A spokesperson for Intuvo told the meeting that the new product it is introducing “allows us to integrate to your consumer LOS, determine immediate cross-sell, and then automate all of the marketing.”