Securityplus FCU picks Creatio to unify member service

Securityplus Federal Credit Union is deploying Creatio’s AI CRM to connect member data, automate routine work and give employees a single view of each member. The Baltimore-based credit union says the move is meant to improve personalization without losing the human touch that drives member relationships.

Why it matters: - Securityplus FCU is using AI and no-code CRM tools to reduce fragmented service and give employees a clearer view of each member. - The deployment is aimed at improving personalization, speeding follow-up and making member service more consistent across channels. - The move reflects a wider shift among credit unions toward agentic technology that modernizes operations without replacing human relationships.

What happened: - Creatio said Securityplus Federal Credit Union selected its AI CRM and workflow platform to embed agentic, no-code technology across the organization. - The Baltimore-based credit union will use the platform to unify disparate systems into a single connected view of each member. - Securityplus is deploying the system to support member service, relationship management, referrals and lead management in one environment. - Jeffrey Gehris, executive vice president and chief strategy and experience officer at Securityplus FCU, said the partnership is part of an investment in how the credit union wants to serve members and empower employees.

The details: - Securityplus had been working with a fragmented technology stack. - Communications and service requests moved across multiple channels and departments, making ownership and follow-up hard to track. - Employees often had to use several systems to piece together a member’s history, including prior interactions, products and service requests. - That setup left staff with an incomplete view of member relationships and added complexity to delivering consistent service. - Creatio stood out in the credit union’s review of banking CRM providers because of its no-code tools, automation, integration capabilities and agentic AI. - Securityplus expects the platform to help employees navigate information, automate routine work and surface relevant insights. - The credit union also plans to use AI to summarize member interactions, recommend next steps, assist with service requests and identify opportunities to meet financial needs. - Over time, Securityplus expects AI to help recognize patterns and anticipate member needs, shifting service from reactive to proactive. - Securityplus serves about 36,000 members and has roughly $580 million in assets.

Between the lines: - Securityplus is not treating CRM adoption as the end goal. - The credit union is measuring success by whether the technology improves member experience and strengthens relationships. - The strategy also shows how community-based financial institutions are trying to compete with larger banks by pairing digital tools with personalized service. - Gehris said the goal is to bring digital innovation and human connection together to create a simpler, smarter and more personalized member experience.

What's next: - Securityplus will roll out Creatio to create a unified 360-degree view of each member. - The credit union expects the platform to replace manual handoffs with more consistent workflows. - Future gains may come from AI-driven pattern recognition and better anticipation of member needs. - The broader expectation is that the new system will free employees to spend more time on meaningful conversations with members.