CaseStudy
Ashgrove
Ashgrove is a regional credit union serving families and small businesses across the Pacific Northwest. Nine branches, 260 people, and sixty years of member trust.
How Ashgrove Doubled Digital Sign-Ups And Cut Member Churn By 38%
Ashgrove had the trust of its members but not their attention online. Younger members were opening accounts elsewhere, and loan applications took so long that some walked away mid-process. Over eight months we listened to members, mapped the full journey from application to approval, and rebuilt it around fewer steps and faster decisions. This case study covers what we found and what changed.
Project Details
Service
Strategic Planning
Industry
Finance
Company Size
260 employees
Timeline
8-month engagement
The Business Problem
Loyal branch members, but a slow digital experience
Loyal members, slow experience.
Ashgrove's branches were full of long-standing members, but new account openings had fallen for three straight years. Almost every competitor offered an app that could open an account in minutes, and Ashgrove's took nearly two weeks.
The loan process was the sharpest pain. Applications passed through five teams, each with its own checklist, and members were asked for the same documents twice. Many gave up before a decision was made, and leadership had no data on where.
The Strategic Response
Digital-first member journey with faster decisions
Listen to members
Interviewed 60 members on where they got stuck.
Map the journey
Traced every step from application to approval.
Simplify the process
Cut the loan application from 14 steps down to 6.
Launch digital first
Piloted online onboarding at three branches first.
Scale and measure
Rolled out to all nine branches with weekly tracking.
The Business Impact
Measured over the first 90 days after launch
A Look at More of Our Work
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