1. SDFC-You
Mitch Phillips
LaToya Taylor

2. What is SDFC-You?
• ShortTerm: Replacement of current Family Center
– Implement ASAP
– A way for members to find:
• Products and Services
• Educational posts
• Budgets
relevant to their personal situation
• Long term: System integrated with online banking
– 5-10 year horizon
SDFC-You

3. Objective
• To proactively fulfill members’ individual
financial needs online
SDFC-You
SHORT TERM

4. Translation:
Technology can help members
solve financial problems before
they become problems
Objective
SDFC-You
SHORT TERM

5. Why?
• Problems
– Members are busy
– Information overload
– Content heavy site
• Solutions
– Make website
interactions fast
– ‘Give’ the member the
content they are looking
for
– Allow member
customization for a
unique experience
SDFC-You
SHORT TERM

6. Potential Outcomes
• Members buy more products and services
• Competition differentiator
• CU Loyalty
• Tailored personal finance education
SDFC-You
SHORT TERM

7. How does it work?
• Life stages
• Complications
• Budget
• Featured Products
• Relevant blog posts
• Email Subscription
SDFC-You
SHORT TERM

8. Life Stages
• Original idea created by Jesse Bell and his
team for the Oliver Project
– Enhancement to current Family Center
– Help members get an idea of what needs to be
done at certain stages in life
• The Life Stages for SDFC-You:
SDFC-You
SHORT TERM

9. Piggy
• Ages 16 and under
• Learning basics of personal finance
– How banks/credit unions work
– Budgeting
– Economics
– Different types of accounts
• Products for parents to use for children
• “Budget” replaced with Dollar Dog
SDFC-You
SHORT TERM

10. Backpack
• Ages 17-24 (Young adult)
• Learning how to live on their own/start their career
– Investing
– Advanced budgeting
– Preparing for retirement
– Many “firsts”
• Featured Products
– Savings accounts
– Checking accounts
– Credit Cards
– Loans
SDFC-You
SHORT TERM

11. Wallet
• Ages 25-44 (Completely independent)
• Settling down with big responsibilities
– Starting a family
– Income greatly increases
– Getting serious about saving for retirement
– Increased investing and spending
• Featured Products
Backpack plus:
– Mortgages
– IRA
SDFC-You
SHORT TERM

12. Nest
• Ages 45-retirement (Pre-Retirement)
• Full focus on retirement and children’s wellbeing
– Consolidating assets
– Planning retirement goals
– Safer investments
– Funds for children
• Featured Products
Wallet plus
– Refinancing options
– Money Market accounts (and other safe long term investments)
SDFC-You
SHORT TERM

13. Vault
• Retirees
• Focus on making nest egg last
– Plans for after retirement
– How to budget retirement
– Traveling
• Many products would be focusing on adjusting
current plans (Insurance, Home, etc.)
SDFC-You
SHORT TERM

14. Just because you’re in the same age group as someone doesn’t mean you have the
same needs…

15. Complications
• Separate member needs to give them a unique
experience
• Examples: Purchasing a car,Traveling abroad, Getting
Married, etc.
• Members select which complications are relevant to
them
• Content proactively appears based on what they’ve
chosen
SDFC-You
SHORT TERM

16. Demo

18. Navigation
• Landing Page
 What is SDFC-You?
 What are the benefits?
• Tabs separate each life stage
 User friendly
 Easy to navigate

19. Life Stage
Description
• Icon
 ‘Tags’
• Description
 Helps members
find the correct life
stage

20. Complications
Menu
• Pre-loaded
complications
 General
profile
based on
life stage

21. Complications
Menu
• Click-and-drag to
add/remove
complications
 Customized
experience
 Hover over a
complication to
learn more

22. Complications
Menu
• Member just
added “Moving
Out” as a
complication

23. Interactive
Budget Calculator
• Line Items
 Average prices
across the
board would
be used
 Adjusted
based on
complications

24. Interactive
Budget Calculator
• Income
 Members
input their
monthly
income to
create
finalized
budget

25. Featured
Products
• What shows?
 It’s all based
on the life
stage and
complications
 Greatly helps
people find
what they’re
looking for

26. Related Blog
Posts
• What is the
benefit of this?
 Financial
Literacy
 Cross-Sell
products
 Sharing on
social
networks

27. Email
Subscription
• What is the
benefit of this?
 One time or
monthly email
to member
 Gives them
budget,
products, and
blog posts
relevant to
them

28. Email
Subscription
• What is the
benefit of this?
 Keeps them
coming back
to site

29. Internal Challenges
• Fear of innovation
• Technology
– Implementation
– Email notification system
– Logic
• Content
– Blog posts
– ‘Tagging’
SDFC-You
SHORT TERM

30. External Challenge
SDFC-You
SHORT TERM
SDFC-You Members resisting change

31. LongTerm Plan
• Everything is the same except:
– Integrated into SSO online banking
– Core pulls data to automatically put member in ‘Life
Stage’
– Complications can still be added
– Products and blog posts they’d be interested in are
featured on online banking
– Advertising and other featured content is dynamic on
main site
SDFC-You
LONG TERM

32. LongTerm Challenges
• Technology
– Security
– Third party integration
• Digital Insight especially
– Website/mobile app modification
– Data
• Motivation to innovate
– Big changes
– Training
– Promoting the transition
SDFC-You
LONG TERM

33. Recap
• Short term
– Implement ASAP
– Replaces current Family Center
– Members can customize content through picking a Life Stage and Complications
– Member can opt for monthly email
• Long term
– 5-10 year horizon
– SSO system with online banking
– Data used to place members in life stage
– Complications give members’ a unique and dynamic online experience
– Website featured content and advertisements dynamically change for each member.
SDFC-You

34. Thank you.
Any questions?