The Digital Evolution: How Langley FCU Transformed Member Experience Through Technology
The Challenge of Digital Transformation
With ambitious market expansion goals, Langley FCU recognized that its existing technology infrastructure wasn't equipped to support its vision. Like many credit unions, it struggled with fragmented systems that created disjointed experiences for both members and staff.
According to Fred Hagerman, Chief Operations Officer at Langley, "We were looking for a holistic online origination system. We found the experience with other technology providers to be fragmented, meaning that you might get deposits from one company, consumer loans from another, and mortgage originations from somebody else."
This fragmentation is a familiar pain point across the industry, where credit unions often assemble a patchwork of solutions from different vendors – creating integration headaches, inconsistent member experiences, and inefficiencies that hamper growth.
A Unified Approach to Digital Banking
Langley's transformation began with a strategic shift toward implementing a unified origination platform capable of supporting its entire suite of consumer deposit and lending solutions. This approach represents an emerging best practice, where credit unions like Langley are seeing an immediate and measurable impact.
Notably, Langley achieved a remarkable 37% increase in new digital deposit account openings, with July 2024 setting an all-time record. This growth was supported by several technological innovations that directly addressed specific pain points in the member journey.
Key Technology Innovations Driving Growth
Multiple Funding Options
One of Langley's most significant challenges was the process for funding new accounts. Its previous solution offered limited options, resulting in abandoned applications and frustrated potential members.
"The ACH process was complicated for many applicants and the debit card funding experience needed to be streamlined," Hagerman explained. By implementing a solution that offered multiple funding methods, including debit card funding, Langley dramatically improved completion rates.
"Card funding was huge for us," Hagerman adds. "Without this funding option, we would have lost those prospects entirely."
Intelligent Counter Offers
Another critical innovation was implementing digital counter offer capabilities. Previously, when applicants didn't qualify for standard accounts, Langley had to decline their application and then follow up separately about their second chance account option – a disjointed experience that lost many potential members.
With automated counter offers integrated into the application flow, Langley now provides alternative account options to applicants who don't meet standard qualifications, helping people rebuild positive banking relationships while growing membership. This approach demonstrates how technology can simultaneously support both business growth and financial inclusion.
Reduced Manual Intervention
Perhaps most impressive was the operational efficiency gained through automation. Before its digital transformation, Langley's contact center needed to intervene in 32% of all incoming applications. After implementing the new platform, that number plummeted to just 7% – representing a 25 percentage point improvement.
"The improved experience makes it easier for an applicant to complete the application and they can complete it quickly," said Hagerman. "This approach, coupled with extensive automation, has remarkably streamlined our operations, freeing up our teams to concentrate on more value-added tasks rather than manual reviews and follow-ups."
Empowering Internal Teams
Technology transformation isn't just about member-facing improvements. Langley also prioritized solutions that would empower its internal teams with greater flexibility and control.
By adopting a low-code platform with pre-built components, Langley enabled its teams to create, launch and update solutions with unprecedented speed and autonomy. This capability has been transformative for staff who previously faced significant barriers to implementing improvements.
"The ability to make rapid changes and customizations was a big catalyst in our digital transformation," said Hagerman. "It's a breath of fresh air to know that if we want to make changes or experiment with workflows, we can get where we want to be quickly."
Lessons for Credit Unions
Langley's success offers valuable lessons for credit unions contemplating their own digital transformation journeys:
1. Prioritize unified platforms over fragmented solutions to create consistent experiences across products
2. Focus on funding options to reduce abandonment and increase conversion
3. Implement counter offers to grow membership while supporting financial inclusion
4. Invest in automation to reduce manual intervention and free up staff for value-added activities
5. Empower internal teams with flexible, low-code tools for ongoing innovation
As credit unions continue navigating the challenges of digital transformation, Langley's experience demonstrates that with the right technology strategy, it's possible to significantly grow membership while simultaneously improving operational efficiency and the member experience.
About Author:
Gaurav Nagla is Product Leader at Blend, a leading origination platform for digital banking solutions. To learn more, visit blend.com.