Ukrainian Credit Union Limited (UCU) is a full-service credit union headquartered in Ontario, proudly rooted in Ukrainian-Canadian heritage and serving members across the province. As the organization expanded, member relationships became increasingly difficult to manage across disconnected systems. Branches, the contact center, commercial banking, wealth management, and marketing each had part of the picture, but no single view of the member.
To change that, UCU implemented Creatio's agentic CRM platform, creating a shared foundation for every member interaction. For the first time, employees across the organization could see the same member profile, manage opportunities in one centralized pipeline, and build the trusted data foundation needed to scale automation and AI.
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Key Deliverables
Member 360
A single, real-time view of the member, full interaction history and active offers, shared across branch, contact center, commercial, and wealth teams.
Centralized Pipeline & Visibility
Full visibility into the pipeline for the first time — generating 400 leads across all channels in a single quarter.
Member Service Workflows
A consistent path for every new member, automated workflows that reach members with the right options every time.
Agentic Capabilities
Knowledge-based Q&A is live today for member-facing roles, with next-best-offer, lead scoring, and lifecycle-trigger use cases being built on the same clean data foundation and planned for launch in late 2026.
Agentic 360 View Driving Membership Growth
Credit unions increasingly compete not on rates, but on relationships. Members expect consistent, personalized experiences delivered with the local, community-focused feel that drew them to a credit union in the first place. That promise quickly breaks down when member data lives in silos.
As UCU grew, this challenge showed up in day-to-day member interactions. A member calling their branch about a request from the wealth team, or a commercial banker following up after a marketing campaign, meant reconstructing the full picture in the moment, a natural byproduct of teams each working from their own systems.
The real transformation at UCU began with the implementation of Creatio's Member 360. By giving every team access to the same real-time view of each member, UCU eliminated the information gaps that had existed across departments. No matter who picked up the phone, employees had the context they needed to deliver a seamless, personalized experience. For the first time, branch, contact center, commercial, and wealth management teams were all working from a single, unified member profile.
Now it's consistent. For our branches, contact center, commercial, and wealth teams, they all start on Member 360, which gives them the full view of the member, as well as any key offers that we want a member to be aware of.
Anticipating Member Needs with Connected CRM
A connected CRM means UCU can give every member the same experience and anticipate what they need before they have to ask. With Creatio, that became visible and actionable — whether that's a renewal coming due, a referral in progress, or a routine update from the marketing team.
Here's how that shows up in practice:
Whether it's a mortgage renewal coming up, a referral moving through Wealth Strategies, or just a member getting the right email at the right time, we're not waiting for members to come to us anymore. Creatio lets us anticipate what they need and be there first — and that's the kind of consistency our members can actually feel.
The Hidden Work Behind Successful AI
The same connected foundation that enabled proactive member experiences also laid the groundwork for AI. UCU understood that AI is only as effective as the data behind it, so its first priority was building a clean, connected, and trusted data foundation. A daily, automated integration between Lodestar and Creatio now keeps member data synchronized, eliminating inconsistencies and ensuring every team works from the same source of truth.
Rather than layering AI on top of fragmented systems and inconsistent processes, UCU established a trusted data foundation first. With that in place, the credit union could confidently expand its AI strategy. Today, UCU is already live with—or actively planning—a range of AI use cases, including:
Knowledge Assistant
Live today, helping member-facing employees find answers instantly instead of manually searching documentation.
AI Member Summaries
Generating interaction summaries and suggested next steps following mortgage or wealth conversations.
Next-Best-Offer Recommendations
Using member demographics and segmentation to surface the most relevant products.
Lead Scoring
Helping relationship managers prioritize the opportunities most likely to convert.
Lifecycle Automation
Automatically engaging members when they become eligible for key products or benefits.
For UCU, responsible AI is just as important as powerful AI. Member information remains governed within Creatio rather than dispersed across third-party tools, giving the organization confidence that sensitive financial data is secure, transparent, and used responsibly.
With Creatio, we know exactly where our data lives and how it's being used, that's not something we take lightly at a credit union. That clean foundation is what lets us move forward with AI confidently, because we're not guessing. We know what's underneath it is safe and sound.
A Pipeline that Drives ROI
The clearest sign of change has been UCU's own sales pipeline — something the credit union simply didn't have before. In Q1 2026 alone, UCU generated 400 leads across every channel. Employees log more than 150 Member 360 moments a day, a number the team now reviews daily, monthly, and quarterly.
That shift shows up across four consistent themes:
Visibility
Improved insight into member interactions, renewals, and opportunities, with greater transparency for teams and leadership.
Collaboration
Stronger coordination between frontline, lending, and wealth teams, with clearer handoffs and timelier follow-up.
Consistency
Structured, standardized processes across teams, with less manual tracking and variability.
Adoption
Roughly 85 users are already live and actively working in the new Creatio workflows.
We now have a centralized pipeline — 400 leads in Q1 alone that we simply didn't have visibility into before. That kind of change is really the clearest ROI measurement we could ask for: it shows the right tools don't just organize your data, they actively build your pipeline.
UCU's 2026 Agentic CRM Roadmap
Phase 1 of the implementation gave UCU a single view of the member and a working pipeline. Next steps are about building on that foundation by deepening automation, expanding AI use cases, and extending Creatio further into the workflows that drive growth, retention, and member trust.
Four priorities anchor that plan:
AI doesn't have to be complicated. If you keep your data clean and focus on solving real problems for your employees and members, the technology becomes much easier to adopt.
