Women in Technology Movemint’s Gabrielle Champine

In what is a recurring feature, Finopotamus spotlights innovative women who are positively impacting technology applications in the credit union industry, and beyond.

In the latest installment in our “Women in Technology” series, we visited with Movemint’s Head of Growth and Client Success Gabrielle Champine. The Madison, Wis.-fintech, formerly Digital Storefront, bills itself as driving growth for financial institutions through digital marketing and embedded finance solutions.

By W.B. King

While her career field is best described as “martech (marketing technology),” Gabrielle Champine told Finopotamus she’s been “an engineer at heart” her entire life. “I want to understand how something works, then make it work better. Marketing was where that clicked, because it's really that same curiosity just pointed at people: How do you reach exactly the right person, in exactly the right moment, in a way that actually lands? Technology is what makes that possible at scale.”

Gabrielle Champine

Combining the “human piece” with “precision targeting” is what pulled her toward her current role as head of growth and client success. “I’m still chasing it,” she shared. “There’s nothing quite like the ‘aha’ moment the data, the timing, and the person all click into place.”

Never Set It and Forget It

Prior to joining Movemint in 2025, Champine served as an account executive at Brogan & Partners and later vice president of marketing at Cornerstone Community Credit Union. Martech, she explained, has changed more in the last five years than it has in the last five decades. This is due, in great part, to the acceleration of technology tools and a shift away from “spray-and-pray” strategies, she explained.

“When I started, ‘personalization’ meant a first name on a mass email and a campaign sent to everyone at once. Today, the expectation is that you reach someone with the right message or product at the exact moment they need it,” she said. “The evolution pulled marketing and engineering into the same room. They used to live in separate worlds; now they build side by side, with data running through everything.”

Along with these changes have been an increase in women assuming related technology roles, Champine noted. “More than the numbers, it’s the visibility and the opportunity that have grown. There are more women shaping the direction of the work, which is wonderful to see. I’ve been lucky to feel it firsthand.”

Having the opportunity to work under two female CEOs, she added, has helped to shape her professional journey—an ethos she carries forward. “Seeing it up close makes it real in a way a statistic never can, and there's far more of that example to go around now than when I started.”

Ellyn Davidson, CEO and owner of Brogan & Partners, is one of those noted leaders. “She taught me to always be agile in my martech career: never set it and forget it. Learn the segments, learn the who, learn your ICP (ideal customer profile), and learn how to actually engage them,” Champine continued. “She drilled in the idea I still build everything around – engage always.”

Dispelling the notion that “engagement as a metric is fluffy,” Champine explained that at its “core engagement” is the entire point—getting someone to take action with your product or service, which is what “every business on earth” is trying to accomplish.

“Ellyn made me see that engagement isn’t soft – it's the whole point,” she said. “I owe her a lot for that, and the best I can do is try to be that kind of voice for the people I work with now encouraging them to stay agile, stay curious, and lean into innovation.”

What Makes You, You

Explaining that for decades financial institutions sat on siloed rich data sets, Champine said Movemint built an engine that puts that data to work. With over 100 FI clients, including credit unions, Movement has 53 employees, she added. “Surfacing the precise offer to the member, in the channel they’re already in, at the moment it's relevant.”

Instead of “blasting everyone with a teaser rate they have to go shop and apply for somewhere else,” she offered, as an example, a credit union member views products that fit their needs. “With pricing built for them, at their credit union,” she continued. “That relevance is why we drive six-times higher response rates than traditional campaigns and the dollars follow.”

Embedded finance is among her top tech trends. “The idea that the desirable product should meet a member where they already are, woven seamlessly into their experience rather than waiting as a separate pitch they have to go hunt down,” she told Finopotamus.

Movemint, and her marketing technology focus, she noted, is inline with the credit union member-owned model. “The people they serve are also their owners, so success is measured by how well members are doing, not just the institution,” she said. “From a technology standpoint, that gives innovation a really clear north star: every decision comes back to whether it improves the member’s experience and their financial life.”

Since the industry’s “pace of change” shows no signs of slowing down, Champine said it’s advantageous for credit unions to partner with like-minded fintechs. “No institution has the tools or can build everything itself fast enough. The ideal partner closes that gap, and we (Movemint) get clients live in weeks, not quarters, and the results follow quickly,” she continued. “One credit union saw $55.8 million in loans requested in just 90 days. That’s the real value: You get the capability of a much larger institution without losing what makes you, you.”