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  • Writer's pictureKelsie Papenhausen

Dort Financial Forms Strategic Partnership with Nook to Launch New Niche Experience

WAYZATA, MN (February 22, 2024) — Nook (, a pioneer of niche experiences, is excited to announce Dort Financial Credit Union (Flint, MI) has signed an agreement to implement Nook’s Niche Experience Platform to enhance member experience.

“At Dort Financial, we believe in the power of genuine connection with our members,” said Brian Waldron, CEO, Dort Financial Credit Union. “Partnering with Nook enables us to interact with our members on a more personal level by providing tailored lifestyle content as an educational resource and entertaining escape from our typical financial-forward content. We want to be more than just a financial institution; we want to be a trusted friend and advisor, and our collaboration with Nook enables us to achieve that goal.

Dort Financial Credit Union was determined to increase share of wallet and enhance the member experience simultaneously. With Nook, Dort now offers members in the 50-plus age demographic access to the Dort | Living50+ Niche Experience, providing frequent lifestyle content relevant to their daily lives. Nook's innovative solution not only amplifies member engagement but also empowers credit unions to forge deeper connections with their members, enriching their lives with content that goes beyond conventional financial advice.

"We're thrilled to join forces with Dort Financial – Brian and his team are exceptional partners," said Austin Wentzlaff, Co-Founder & CEO, Nook. "At Nook, we aim to help credit unions reconnect with their core values by prioritizing personalized interactions with members. Our approach involves crafting niche lifestyle content that blends seamlessly into Dort Financial's existing brand. We view each new partnership as an opportunity to reinvent credit union marketing by nurturing a sense of belonging among members, and we couldn’t be more excited to grow alongside Dort.”

About Nook

Nook is a fintech offering a first-of-its-kind platform designed to empower credit unions to provide niche experiences to their members without the need for a new brand, website, or technology stack. Nook’s Niche Experience Platform leverages a niche, lifestyle content approach to build focused communities around core member groups, building deep trust and loyalty. Incorporating lifestyle topics alongside financial content allows Nook to offer a fresh perspective, encouraging more frequent member engagement and enabling credit unions to “sell without selling” by allowing members to envision the practicality, relevance, and positive impact that credit union solutions have on their lives.

About Dort Financial Credit Union

Dort Financial Credit Union is a not-for-profit financial cooperative whose mission is enriching people’s lives…members, employees, community. We stand behind our values–empowerment, accountability, transparency, collaboration, and volunteerism–as they help drive our mission and vision for the credit union. As a member of Dort Financial, each member owns one share of the cooperative, represented by the initial deposit made to a primary savings account. Unlike other financial institutions, credit union ‘profits’ are returned to the membership in the form of lower loan rates, higher dividend rates, and affordable services. Founded in 1951, Dort Financial Credit Union serves more than 103,000 members, with assets over $2 billion and 11 locations. Membership is open to anyone who lives, works, attends school or worships in the state of Michigan or in Palm Beach, Martin, Hendry, and Broward counties in Florida. The credit union offers comprehensive financial services, including auto loans, mortgages, high interest checking accounts and much more. Learn more at or by calling 800-521-3796.


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