Case Study: On Tap Credit Union achieves 7.5% millennial membership growth and boosted profitability with Baker Hill NextGen Analytics (Baker Hill)

On Tap Credit Union - Customer Case Study

On Tap Credit Union, a Golden, Colorado–based institution serving more than 20,000 members, needed a better analytics solution to stop making growth and marketing decisions by “gut feel.” The credit union selected Baker Hill and deployed Baker Hill NextGen Analytics to gain timely, accurate visibility into member profitability and to target campaigns—particularly to increase and deepen relationships with millennial members.

Baker Hill’s NextGen Analytics gave On Tap a complete view of performance, enabling precise member segmentation, campaign testing, and ROI tracking. The result: a 7.5% increase in millennial memberships, a 1,290% increase in average profit per relationship from targeted millennial CD offers, and improved market penetration and wallet share through data-driven cross-sell efforts.

On Tap Credit Union

Bryan Thomas

Vice President of Lending