Case Study: Citadel Credit Union achieves a 24% increase in credit card sales and stronger frontline knowledge retention with Axonify

Citadel Credit Union taps into effective ongoing training that scales

Citadel Credit Union, led by Justin Schakelman (Director of Learning & Leadership Development), needed a scalable way to keep frontline bankers’ product knowledge and sales skills sharp. As the organization grew, its one-and-done training approach ran up against the “forgetting curve,” leaving branch staff without the reinforced know-how required for consistent, high-quality member experiences.

Citadel implemented Axonify’s microlearning—spaced repetition, gamification and manager-driven daily workflows—and ran a seven-month credit card sales experiment. The result: a 24% increase in credit card sales versus the control group, adoption rose from about 50% to an average 75% (peaking at 90% during competitions), and analytics showed roughly 30% of selling ability tied to Axonify-driven learning; the program is now being scaled and integrated with broader LMS data.

Citadel Credit Union

Justin Schakelman

Director of Learning and Leadership Development