New Member Onboarding & Growth Analytics for Credit Unions
Vishal Rajput
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Posted Jan 18, 2026
Developed propensity models for credit unions to improve new member engagement and cross-sell strategies.
New Member Onboarding & Growth Analytics (Propensity Modeling)
Project Summary
This project focused on improving new member onboarding and early-stage growth outcomes by identifying members most likely to adopt additional products early in their lifecycle. The objective was to support data-driven cross-sell and upsell strategies using predictive propensity modeling.
By analyzing onboarding behavior, early transaction activity, and initial product adoption patterns, the solution identified high-growth members and optimal timing for product engagement. This enabled credit unions to deliver the right product to the right member at the right time, improving engagement and long-term value.
Project Overview
Analyzed early lifecycle behavior of newly onboarded members
Built propensity models to predict likelihood of product adoption
Segmented members based on growth potential and engagement levels
Designed dashboards to track onboarding performance and growth opportunities
Supported marketing and relationship teams with actionable insights
Key Responsibilities
1. Data Analysis & Feature Engineering
Analyzed onboarding and early activity data including:
First 30–90 day transaction behavior
Channel usage (digital, branch, card)
Initial product adoption patterns
Balance build-up and funding behavior
Engineered features such as:
Early engagement score
Product adoption velocity
Balance growth indicators
2. Propensity Modeling
Developed predictive propensity models to estimate:
Likelihood of adopting new deposit products
Probability of loan or credit product uptake
Ranked members based on cross-sell and upsell propensity
3. Segmentation & Targeting
Created new member growth segments such as:
High-growth potential members
Moderate engagement members
Low engagement / nurture segments
Enabled targeted campaigns based on propensity scores
4. Visualization & Insights
Built growth opportunity dashboards to track:
Product adoption trends
Segment-wise conversion performance
Campaign effectiveness