Case Study: Henrico Federal Credit Union achieves $5.3M in new loans and 10X ROI with GDS Link

How Henrico Federal Credit Union Optimized Marketing for More Loan Conversions

Henrico Federal Credit Union, a $390 million institution serving about 32,000 members, was struggling to convert existing members into loans using basic credit bureau pre‑approval campaigns and lacked end‑to‑end marketing support. To address this, Henrico engaged GDS Link for credit‑data‑driven marketing, triggers and loan recapture services to improve targeting, reporting and campaign delivery across channels.

GDS Link implemented targeted, in‑market credit data campaigns and managed end‑to‑end delivery and optimization, resulting in measurable gains: between June 2020 and February 2021 Henrico brought in 96 auto loans totaling $2.8M plus $2.4M in halo loans — $5.3M in new loans — on a marketing spend of roughly $28,735, with the program expected to pay for itself about 10x. GDS Link’s work also identified 1,200 members with outside home equity and converted four in the first 30 days, driving stronger loan conversion rates and clear ROI.

Henrico Federal Credit Union

Jason Ritter

Senior Vice President of Member Experience