The Visionary Expy award celebrates organizations bold enough to rethink everything—how they connect with customers, how they structure internal workflows, and how they turn intelligence into action. This year’s winner, Lake Michigan Credit Union (LMCU), exemplifies that spirit of reinvention.
LMCU didn’t just modernize their systems. They reimagined the borrower and member experience from the ground up—using Customer Intelligence as the foundation for a smarter, more proactive, and deeply personalized engagement model.
From Fragmented to Forward-Thinking
Before Customer Intelligence, engagement at LMCU often relied on incomplete data and reactive workflows. Loan officers had limited visibility into borrower needs, leading to missed opportunities and inconsistent outreach.
LMCU changed that by embedding Customer Intelligence directly into their operational DNA. With Customer Intelligence:
- Loan officers receive real-time intelligence alerts
- Marketing activates personalized, journey-driven communication
- Leadership uses Customer Intelligence insights as key growth metrics
- Borrowers experience outreach that is timely, relevant, and meaningful
Customer Intelligence didn’t become another tool—it became the system of truth guiding their member journeys.
A Culture That Embraced Transformation
What sets LMCU apart is not just their technology, but their commitment to cultural adoption. To ensure every team member understood the value of Customer Intelligence—not just how to use it—they launched:
- LO advisory boards to give top producers influence and visibility
- National road shows bringing training directly to branches
- Monthly office hours for open Q&A and education
- BombBomb video updates highlighting new features and success stories
This multi-layered approach ensured Customer Intelligence wasn’t viewed as optional—it became essential.
Proactive Engagement that Redefines the Borrower Journey
Instead of waiting for members to show interest, LMCU’s loan officers now receive Customer Intelligence alerts highlighting behaviors such as:
- Listing activity
- Rate sensitivity
- Equity milestones
- Refinance opportunities
This empowers them to reach out at the precise moment a borrower needs guidance—not a moment later. Loan officers have gone from order-takers to proactive advisors, driving stronger relationships and higher conversion across the lifecycle.
Vision turned reality: The numbers tell the story
LMCU’s transformation is not theoretical—it’s measurable and profound:
- 112,982 Customer Intelligence insights fired
- 1,059 loans created
- 1,546 applications submitted
- 544 loans funded
- $188.1M in funded volume
- 69.5% pull-through rate — well above industry average
- Two-thirds of LOs logging in weekly
This is what happens when intelligence meets intentional design.
Why Lake Michigan Credit Union won the Visionary Expy award
They didn’t simply add technology—they reimagined the member journey from start to finish. They united people, processes, and intelligence around a shared purpose to build a proactive, data-driven engagement model that transforms outcomes and turns insights into impact at every stage of the lifecycle. LMCU is proof that when an organization embraces vision—not just tools—it elevates the entire experience. Congratulations again to Lake Michigan Credit Union, the 2025 Visionary Expy Award winner.
LMCU is proof that when an organization embraces vision—not just tools—the entire customer experience elevates. Congratulations again to Lake Michigan Credit Union, the 2025 Expy Award winner for The Visionary.
