FreeStar Financial Says AI-Driven Campaign Brought In $1.2M in Deposits
By CU Today Staff —
NEW YORK—FreeStar Financial Credit Union generated $1.2 million in new deposits within 30 days from a high-yield savings campaign that combined consumer data from Experian with an artificial intelligence-based system designed to tailor messages according to what motivates individual consumers, according to results released by Psympl and Experian.
For the campaign, FreeStar Financial used Experian Marketing Attributes to identify and qualify 10,000 prospective members based on factors including their proximity to a credit union branch, age and minimum investable assets. The credit union then used Psympl’s Motivation Mindsets to tailor messages promoting a 4% high-yield savings account through direct mail and geotargeted digital advertising.
FreeStar Financial reported the campaign produced $690,000 in new deposits within two weeks and $1.2 million within 30 days. The companies said that represented a three-times return on the initial campaign. The results were announced by Psympl and Experian, which cautioned that FreeStar Financial’s results are specific to its campaigns.
“Financial institutions hold detailed customer records, yet that data alone doesn't tell them why one member acts and another doesn't,” said Brent Walker, chief strategy officer and co-founder of Psympl. “Pairing Experian's consumer intelligence with Psympl’s psychographic Motivation Mindsets gives teams both halves: whom to reach and what will move them.”
FreeStar Financial has since expanded use of the approach into lending, digital banking and member communications. The credit union said a separate “First Mortgage” campaign using the technology produced a 337% increase in loan applications and increased the average loan size by more than $132,000 when comparing 2025 with 2026.
"We started with a focus on a marketing campaign and ended up with something bigger. Knowing what motivates a member changes how we market, but it also changes how we lend, how we serve, and how we talk to people every day," said Jennifer Martines, chief growth officer of FreeStar Financial Credit Union. “The objective shifted from simply building better campaigns to making motivation actionable across the credit union.”
Originally reported by CU Today.