6 strategies behind Andrews FCU’s breakthrough year: How a culture of curiosity fueled change

At Blend, we’ve seen that successful digital transformation doesn’t start with technology — it starts with people.

In a recent conversation with Marco Alvarez, SVP and Chief Retail Officer at Andrews Federal Credit Union, I was struck by how deeply their team embraces curiosity. As Marco put it, “As our members’ needs evolve, we want to grow with them — and that means staying curious.”

That mindset—of questioning the status quo, identifying friction, and staying open to change—has fueled real transformation at Andrews. It’s helped them modernize operations, deepen member engagement, and drive growth across regions.

Here are six standout strategies from our webinar conversation, each grounded in the power of listening, learning, and leading with purpose.

1. Reimagining onboarding for a digital-first world

While many credit unions saw flat growth in 2024, Andrews FCU grew membership by 5% — nearly double the industry average. A big part of that success came from rethinking the onboarding process.

Outdated systems were creating drop-off, especially for military families trying to join from overseas. The team introduced a mobile-first experience that allows members to open and fund accounts in just minutes.

“With servicemen and women deployed across the globe, it was critical that joining Andrews could happen entirely online,” Marco said. “That kind of speed and simplicity makes a big difference for those families.”

By removing manual friction points, Andrews turned a common pain point into a growth driver.

2. Making 5-minute account opening a reality

After solving the bigger issue of drop-off during onboarding, Andrews didn’t stop there. The team kept digging — asking not just why people were abandoning the process, but how they could completely rethink the experience to better meet member expectations.

That curiosity led to a bold goal: make it possible to open and fund an account in five minutes or less.

“We wanted to make sure that joining Andrews could happen in just minutes — from beginning to end, including funding,” said Marco Alvarez. “Gone are the days of legacy platforms where funding wasn’t intuitive. That became a hurdle for our members, and we had to remove it.”

The impact wasn’t just operational — it set the tone for the entire relationship. Members felt seen and respected from the first interaction.

3. Building trust through real-time visibility

Another key insight: members want to feel in control of their finances. But without real-time visibility, that sense of control can slip.

To address this, Andrews introduced instant transaction alerts — especially helpful for members managing finances across time zones or on deployment, right from their mobile device.

“When you know the moment a transaction happens, it puts the power back in your hands,” Marco said.

By leaning into transparency and giving members real-time tools to monitor their own financial activity, Andrews strengthened engagement and reduced fraud risk by adding a new layer of protection across its digital experience.

4. Always-on support that still feels human

Andrews knew members needed help outside standard hours — but they didn’t want to lose the personal touch that defines credit unions.

Their solution: Mission, an AI-powered assistant that handles common requests — from debit card replacements to scheduling appointments — while escalating more complex needs to staff.

Mission is constantly learning,” Marco explained. “She allows us to be there for members 24/7 without losing that personal feel.”

The result is faster, more flexible service — especially valuable for members in different time zones or with non-traditional schedules.

5. Using data to catch disengagement early

After improving the onboarding journey, Andrews turned to retention: How do we know when a member is slipping away? These “silent signals” are easy to miss and a common challenge for many credit unions.

That’s where data and AI came in. By tracking behavioral signals — like paused direct deposits or declining logins — the team could proactively reach out with targeted messages to re-engage members before they slipped away.

“We’re not waiting for the account to go inactive. We’re catching it early,” Marco explained. “If someone hasn’t used their debit card in 60 days, or their payroll suddenly stops — we want to understand why and reach out.”

It’s a proactive, data-driven approach that shows members someone is paying attention.

6. Redefining success metrics for a digital age

One of the most interesting parts of my conversation with Marco was how the Andrews team is rethinking success — not just in terms of numbers, but in terms of real member impact.

With stronger digital experiences in place, they realized that some traditional metrics — like high call volume or long teller lines — weren’t necessarily signs of strength anymore.

“Some of the metrics we used to rely on — like more calls or more branch traffic — are plateauing,” Marco said. “But that’s not a bad thing. It means members are choosing digital options that work better for their lives.”

Today, the team tracks things like mobile app adoption, digital transaction volume, chat engagement, and completion rates — metrics that reflect how well they’re meeting members where they are.

They also launched a “Broken Windows” task force — a cross-functional group that looks for small usability issues or recurring complaints and fixes them before they escalate. It’s a great example of how curiosity at the micro level can lead to major improvements.

Final thought: Stay curious

Andrews FCU didn’t transform overnight. Every step forward started with a simple question — about what members needed, where friction existed, and how things could work better.

That spirit of curiosity has helped them modernize onboarding, deepen engagement, and deliver digital experiences that feel more personal and intuitive.

If you’re looking for a place to begin, start where Andrews did: with deposits. Creating a faster, smarter deposit account experience isn’t just an operational win — it’s a powerful signal to your members that you’re listening, evolving, and ready to meet them where they are.

Want to welcome new members with ease?

• Explore Blend Deposit Accounts