By Ray Birch
TUKWILA, Wash.— In a move designed to deepen its digital transformation and sharpen its focus on member financial health, BECU has acquired the generative AI capabilities—and key staff—from fintech firm EarnUp.
The strategic acquisition brings in the intellectual property behind EarnUp's AI Advisor technology, as well as several of the developers who created it.
iStock-Khanchit Khirisutchalual
Rather than acquiring the company outright, the $30-billion BECU specifically targeted EarnUp’s AI-focused assets and the talent responsible for building them. The goal: bring AI expertise in-house to more quickly integrate intelligent systems across the credit union and expand its ability to deliver financial guidance at scale.
“Acquiring generative AI capabilities focused on financial health will allow us to execute more quickly on BECU’s vision and strategy,” said Nadim Homsany, senior vice president of AI strategy and innovation at BECU. “This acquisition enables better mobile and digital experiences, more personalized servicing across all member-facing channels, and streamlined processes for all employees.”
From Fintech to Financial Cooperative
EarnUp, known for tools designed to improve consumer financial well-being, had developed AI-powered technology capable of offering real-time, personalized financial guidance. Rather than building a comparable tool from scratch, BECU saw an opportunity to leap forward by bringing in the technology—and the team—directly.
“Through this deal, BECU is acquiring generative AI technology capabilities and bringing on the expert employees who built these capabilities,” the credit union said.
The employees, including EarnUp’s former SVP of product and development, have been integrated into BECU’s newly formed AI Strategy and Innovation team, reporting to Homsany—who in turn, reports to Rick Eiel, executive vice president and chief data and analytics officer. Homsany is the former Co-Founder and CEO of EarnUp.
Introducing The AI Advisor And ‘Monty’
At the center of the new initiative is the development of an AI Advisor tool that will offer members real-time, interactive financial guidance tailored to their unique circumstances.
“We’re developing this tool to deliver sound, unbiased financial guidance that helps members achieve their goals,” Homsany said. “People will be able to use this technology as if they were talking to a human financial advisor—when and where they need it.”
Nadim Homsany
Internally, BECU has also begun piloting a generative AI tool named Monty, designed to support contact center employees. With Monty, employees can access needed information through a single, natural-language prompt, helping them serve members more efficiently.
“AI creates an opportunity to democratize access to financial services,” said Homsany. “Monty is a first step in that journey.”
A Broader AI Mission
The AI strategy team is also tasked with identifying opportunities to improve operational efficiency across the organization. By reducing what BECU calls “no-joy work”—low-value, repetitive tasks—AI can free up staff to focus on higher-impact member service efforts.
“The broad answer is that AI can increase access to personalized financial products and services to support financial health,” Homsany explained. “It can also streamline operations and reduce the cost of delivering those services—benefits that ultimately flow back to our members.”
Last year alone, BECU delivered over $490 million in member benefits through low fees and great rates. By integrating AI more deeply, the credit union hopes to amplify that impact while keeping costs down in a complex, highly regulated environment.
Meeting Members Where They Are
A core driver behind the strategy is making financial advice more accessible and actionable—especially for those who may not have the time, wealth, or proximity to meet with a financial professional.
“Studies show financial education alone doesn’t lead to better outcomes,” Homsany said. “Where it works is at the moment of decision-making. If we can deliver the right guidance at the right moment—using AI—we can help people make really good financial choices.”
As more Americans live fast-paced lives or reside in financial deserts, BECU’s AI initiatives aim to close that advice gap and deliver support when it’s needed most.
Looking Ahead
The integration of EarnUp’s AI capabilities marks just the beginning. With a dedicated team, proprietary tools, and leadership buy-in, BECU is well-positioned to expand its use of AI—enhancing service, expanding reach, and driving efficiencies, the organization said.
“Our ultimate goal,” Homsany said, “is to use generative AI to deliver sound financial advice without bias—supporting our members’ financial health and their journey toward financial freedom.”