S is for Service: Going Beyond Marketing to Create Meaningful Member Engagement

Introduction

In the mutual banking sector, the concept of “service” is a fundamental pillar of the modern customer experience—yet it is often bundled under the broader umbrella of marketing. Organisations embarking on digital transformation frequently begin by focusing on promotional campaigns, conversion metrics, and brand identity. But in reality, service deserves to stand on its own as a distinct and vital component of a digital-first strategy. For customer-owned institutions, genuine service is not just about what you say—it’s about what you do. It’s not about selling more products; it’s about helping members lead better, more financially secure lives.

This next blog post in our SERVE series explores what “Service” really means in today’s digital banking environment. We’ll look at how leading mutuals and credit unions are shifting the focus from marketing-led engagement to meaningful, member-first service that builds loyalty and delivers real value. From educational initiatives to data-driven support, we’ll explore how service becomes a strategic differentiator when it moves beyond the traditional marketing remit.

Shifting the Mindset: From Selling to Serving

Too many fintechs and large financial institutions are still in “push” mode – pushing credit cards, pushing loans, pushing what they believe to be the ‘next best product’. But the modern mutual has a unique opportunity to adopt a different mindset: one of serving rather than selling.

At the heart of this shift is a deeper understanding of the member’s financial journey. Instead of focusing on what the institution wants to promote, member-centric service means asking: What does the member need right now? And how can we help them achieve financial well-being in the long term?

1. Education

Education empowers your customers to make informed financial decisions. This could be as simple as including introductory content in an automated Welcome Journey or incorporating tips and advice in the regular communications that are sent out to members. 

Savvi Credit Union, for example, offers support and advice in their monthly newsletters that connect members to the resources they need which may vary according to the customer’s personal circumstances. The example below covers topics such as Fraud Awareness, Mortgage Interest Tax Credits, and Planning for Enduring Power of Attorney. These topics speak directly to members’ evolving needs across different life stages—from young professionals to older adults planning for the future. By delivering timely, relevant education in a digestible format, Savvi positions itself as a trusted guide in the financial lives of its members.

Click here to view the Savvi Newsletter including these tips and advice

2. Transparency

Transparent communication is a hallmark of member-first service and increasingly, transparency is also becoming a regulatory imperative. In the UK, the Financial Conduct Authority’s Consumer Duty introduces a higher standard of protection, requiring financial institutions to deliver good outcomes for retail customers, including clear and comprehensible communications that empower informed decision-making. Similarly, in Ireland, the upcoming revised Consumer Protection Code is expected to further emphasise transparency, fairness, and suitability across all customer interactions.

For mutuals and credit unions, these regulatory changes are not just obligations—they are opportunities to lead. By embedding transparency into every service touchpoint, institutions can demonstrate that they are acting in the best interests of their members—not just meeting minimum standards, but exceeding them.

3. Proactive Support

We believe that well designed, hyper-personalised service doesn’t need to wait for a customer to reach out. By leveraging a data-driven platform like Which50, organisations can anticipate and offer help before a problem escalates—whether that’s spotting early signs of financial stress or providing timely guidance to prevent a missed payment.

Proactive support must be both flexible and deeply personalised—adapting to the financial realities and personal circumstances of each member. Rather than a one-size-fits-all solution, effective service journeys offer a range of tailored options: from payment arrangements and remediation to specific support for vulnerable customers or those in financial hardship.

The example shown below demonstrates exactly how this can be brought to life. This Self-Service Payment Portal offers customers clear, actionable choices based on their unique arrears situation. It uses personalisation to break down what is owed by based on their particular product, applies built-in logic to suggest appropriate payment terms, and updates the repayment amount dynamically as the customer adjusts their preferences.

This kind of digital experience not only supports financial well-being—it empowers customers to take control, all within a few guided taps.

In a digital context, this is where automated nudges and reminders can also play a crucial role. Built into the journey mechanics, they can prompt action at just the right time—whether it’s a gentle SMS reminder to complete a form, a push notification offering support options, or an email guiding the member toward helpful resources. These nudges are not sales-driven—they’re service-driven, designed to keep members on track and reduce unnecessary stress.

4. Hyper-Personalisation

WWith so much talk about personalisation in modern banking, it’s easy to forget what that actually means. It’s not just about using someone’s name in an email – it’s about delivering value that aligns with their real-life needs and aspirations.

True personalisation means:

• Understanding member context.
• Recognising life stages.
• Anticipating needs.
• Offering timely, relevant support.

Mutuals and credit unions are uniquely positioned to do this well. With access to rich member data—and a genuine commitment to member wellbeing—they can create tailored communications that truly resonate.

Take the example below from Life Credit Union, which demonstrates how personalised messaging can be crafted for different life stages. Each version of the same loan communicaiton is customised by age group, speaking directly to the financial priorities of members at each stage. Whether it’s preparing for college, renovating a home, or planning for retirement, this kind of segmentation turns generic messaging into a meaningful service experience.

The key to success lies in delivering these experiences ethically, with transparency, consent, and clear value. When members see that their data is being used to support—not just sell—they’re more likely to engage and build trust for the long term.

Final Thoughts: The Future of Service is Human-Centred

In the world of mutuals, service is not a buzzword. It is the very foundation of the business model. But to continue delivering on this promise in a fast-changing world, institutions must evolve how they define and deliver service.

This means:

• Treating service as a strategic priority.
• Investing in education, transparency, and empathy.
• Using data and digital tools to support members proactively and personally.

Ultimately, the goal is simple: to help every member feel understood, supported, and empowered—at every stage of their financial journey.