Filene Research Institute Highlights Growing Credit Union Adoption Of Member Pulse
- Kelsie Papenhausen
- 2 hours ago
- 2 min read
Madison, WI (November 24, 2025) | Filene Research Institute, a leading innovator in the credit union industry, today announced Member Pulse, a research-backed data-driven sentiment analysis, audience segmentation, and actionable intelligence tool to help credit unions deepen member understanding and improve marketing outreach, is now available to all credit unions.
Member Pulse captures what members think, feel, and need, offering clear insight into the motivations shaping financial behavior, a segmentation approach that is unique in the marketplace. Built on Filene’s behavioral research and credit-union-specific segmentation, the solution enables leaders to design communications, refine products, and align experiences with the needs of the members they serve.
“As consumer expectations rise and financial needs shift, credit unions need ongoing clarity into the experiences and motivations of their members to effectively breakthrough with tailored messaging,” said Caroline Vehrenkamp, Director Advisory Services, Filene Research Institute. “Member Pulse translates insight into action and supports leaders as they work to improve members’ financial well-being.”
Developed through Filene’s collaborative innovation model, Member Pulse incorporates feedback from credit unions of varying sizes and markets to ensure practical usability across teams. Filene collaborated with Vertice AI to create and deliver Member Pulse. Vertice AI, a leading AI and growth solution company for the credit union movement, supported the creation of the unique member pulse model.
Member Pulse is currently engaged with 14 credit unions ranging from $200 million to $20 billion in assets. Early users report that members receiving segmented, targeted emails are opening more products – and at higher dollar amounts – than control groups. These initial findings reinforce the strength of Filene’s behavioral research and demonstrate how quickly teams can convert ongoing insight into meaningful organizational impact.
“Credit unions want to embrace data driven insights in ways that strengthen their connection with members,” said Mitch Rutledge, CEO of Vertice AI. “Member Pulse helps them do that in an actionable way.”
Member Pulse is now available to all credit unions seeking to enhance their member-centric strategies through continuous, research-backed insight. Credit unions can learn more or request a demonstration at https://www.filene.org/programs-services/advisory-services/member-pulse .
Filene Research Institute strengthens organizations through innovative research and incubation to improve consumer financial well-being. As an independent cooperative finance think tank, Filene’s membership network connects a community of leaders and bright minds to change lives through innovation, truth and cooperation. In addition to delivering cutting-edge, actionable academic research, Filene also provides incubators to test and scale solutions, events to spark organizations into action and advisory services to help accelerate and implement innovation. For more information, visit filene.org and @fileneresearch.
Vertice AI is a leading provider of AI-powered member growth solutions leveraging predictive analytics to help credit unions employ data to drive smarter business decisions. By harnessing artificial intelligence and member data, Vertice AI delivers actionable, member-centric insights that enable credit unions to optimize marketing investments, foster deeper relationships, and achieve measurable growth. Vertice AI has been recognized as a Top 25 Startup to Watch by the Atlanta Business Chronicle, honored as a Finalist at VentureTech 2023, and named the 2023 Innovation Challenge Winner by the Technology Association of Georgia (TAG).