Bay Federal Credit Union has set out to replace siloed systems with a single platform for sales, marketing, and service. By choosing Creatio’s AI-native, no-code platform, the credit union is unifying data, empowering teams, and delivering personalized member experiences at scale.
Business Outcomes
Сonnected with the data warehouse for a single member view.
Real-time insights that power targeted campaigns and journeys.
Business teams build and refine workflows without IT delays.
Marketing, lending, operations, and IT shaped the platform together.
Predictive insights, behavioral analytics, and conversational tools enhance member relationships.
From Disparate Systems
Unified Platform
Bay Federal Credit Union had an extensive technology stack, but with one major drawback: its systems didn’t communicate. Member data lived in silos, workflows relied on legacy tools, and the team lacked a true marketing automation platform.
When preparing to expand into a new market and open a new branch, Bay Federal recognized the need for a solution that could unify data, empower business units, and support strategic growth. The credit union identified three critical capabilities when evaluating vendors:
Creatio delivered on all three. With its AI-native foundation, open architecture, and seamless API integrations, the platform gave Bay Federal the flexibility to connect existing tools, unify its data, and empower business users to take ownership of innovation.
We consider Creatio a strategic initiative for the credit union. We have executive buy-in and a roadmap that goes far beyond CRM.
Building Alignment and Quick Wins
Bay Federal Credit Union knew success would depend on alignment across the organization. Before a single workflow was built, cross-functional committees were formed, bringing together stakeholders from marketing, operations, lending, IT, and more. Together, they mapped business requirements, set priorities, and ensured every department had a voice in shaping the platform.
The rollout followed a minimum viable product (MVP) approach, focusing on quick wins that built momentum and staff confidence. Early use cases included referral management for mortgages and investments, piloted in select branches where staff could test, provide feedback, and influence the next iteration.
To guide the process, Bay Federal partnered with Solutions Metrix, engaging in extensive mapping sessions, requirement workshops, and integration planning. This groundwork ensured that the platform would not only connect with existing systems but also scale with the credit union’s long-term vision.
What I like about Creatio is that it doesn’t put everything back on IT. The business can make changes, build what they need, and move faster, and we can focus on the bigger picture of integrations and strategy.
Sales, Marketing, and Service on One Platform
The Californian credit union’s vision for Creatio has always been enterprise-wide. From the start, the plan has been to bring sales, marketing, and service together on one platform — and to use that foundation as a springboard for innovation well beyond CRM.
Marketing
The first phase has already given Bay Federal the ability to personalize campaigns, segment members more effectively, and launch journeys powered by real-time data. With Creatio tied into their data warehouse, the marketing team finally has the insights needed to target the right members at the right moment.
Sales
The next step is equipping the sales team with the same unified view of members. Referrals for mortgages and investments will be tracked directly in Creatio, creating a streamlined process for staff. With its no-code tools, the platform makes it easy to adapt quickly, expand into new use cases, and ultimately give every member facing employee the ability to act on next-best-product recommendations.
Service
On the service side, Bay Federal plans to standardize processes and manage SLAs through Creatio. By connecting with external systems, the credit union will give staff a complete picture of member interactions while reducing friction in service workflows.
These initiatives all feed into larger goals: expanding membership, increasing deposits, and driving loan portfolio growth. But Bay Federal sees Creatio as more than a tool for growth. It’s a platform for rethinking how the credit union operates, empowering business units to build their own processes, and preparing for AI-driven innovation that will transform how members are engaged in the future.
For me, it’s not just about getting a marketing platform up and running. It’s about where we can go next, rolling it out to sales and service, bringing in more data, and giving our branches better tools every step of the way. With Creatio, we finally have a foundation we can keep building on, and that opens up so many possibilities.
The Role of AI
AI isn’t a far-off idea for Bay Federal, it’s the next layer of the journey already taking shape. As more data flows into Creatio, the credit union is preparing to use AI to spot patterns in real time: noticing when a member’s direct deposit changes, flagging when someone might be at risk of falling behind on payments, and prompting staff to reach out before issues grow.
At the same time, conversational AI will make the platform easier to use every day. Instead of hunting through records, staff will simply ask, “Tell me about this member,” and instantly see their history along with the next best product to recommend. Step by step, predictive insights, behavioral analytics, and conversational tools are being layered into the platform, turning what started as marketing automation into a smarter, more proactive way of running the credit union.
AI will really help us look at member behaviors differently, whether it’s spotting changes in deposits or suggesting the right product in the moment. And the conversational tools are huge, our staff will love being able to just ask the system for insights instead of searching around. That’s where I see so much potential.
