VyStar Credit Union is one of the largest credit unions in the Southeast. Headquartered in Jacksonville, Florida, VyStar serves over 1 million members at 79 branches across Florida and Georgia. With $14.75 billion in total assets, VyStar is dedicated to providing outstanding financial services and improving its members' financial well-being.
In 2024, as part of its digital growth strategy, VyStar sought to improve its website experience by upgrading its financial calculators. The goal: enhance member engagement, drive more application clicks, and make data-driven decisions to serve members more effectively.
With over 1.3 million calculator pageviews and measurable increases in application clicks, VyStar is positioned to deepen member relationships, meet evolving expectations, and continue delivering tools that empower its growing community to make confident financial decisions.
Before adopting Chimney, VyStar’s calculators were becoming less current and were somewhat challenging to customize or optimize.. The credit union identified opportunities to grow engagement, improve member experience, and increase application clicks.
VyStar needed calculators that not only aligned with its brand’s modern look and feel but also provided actionable insights to help guide its digital strategy.
“Our primary goal in searching for a new calculator vendor was to enhance our members' buying journey by increasing conversions, offering customizable calculators that align with our brand, and providing a comprehensive solution for users to make informed buying decisions in one place,” said Stephanie Holbrook, Senior Digital Product Manager, VyStar Credit Union, “we sought a vendor that could act as an extension of our team, fostering increased collaboration and a free flow of ideas to develop solutions that enhance our users' digital experience.”
Initially launching the calculators on the VyStar Credit Union website, with plans to integrate them into future email marketing campaigns.
Key Features and Benefits: Our Digital Experience Team and Lending Team have particularly appreciated the following features offered by Chimney:
Responsive Support: The Chimney team's enthusiasm and prompt assistance in resolving a recent accessibility issue have been invaluable.(can you use this page for the screenshot: https://vystarcu.org/personal/bank/checking-accounts/vystar-plus)
In August 2024, VyStar upgraded its digital experience by launching Chimney calculators. The results were immediate and impressive. Pageviews soared by 222% year over year, reflecting a clear demand for interactive tools that help members make informed financial decisions. But traffic wasn’t the only metric that climbed — member engagement reached a healthy 7.1%, and over 1 in 10 engaged users clicked through to start a loan application.
VyStar’s calculators weren’t just popular — they became powerful drivers of application clicks, especially for two of its most important loan products.
The auto loan calculator captured high levels of engagement and enthusiasm, with nearly 1 in 4 visitors interacting with the tool. From there, 3% of engaged users took the next step and clicked through to apply.
“The new design looks much better, streamlined, and simpler. It allows self-serve and answers VyStar member questions about payment amounts and overall totals effectively. The credit card page is very helpful for members trying to manage credit card debt,” said VyStar Branch Representative
The personal loan calculator delivered even more compelling results. 12% of users engaged with the tool, and over 1 in 4 engaged users clicked through to begin their application process — an indicator that this calculator is reaching high-intent users at exactly the right moment.
“The new calculators are really nice to use and intuitive, very user friendly. I like the way you can slide it to adjust the down payment to see impact on payments. I have been on many other sites and their calculators are clunky and this one is smooth. A great way to understand purchasing power and options,” said a VyStar member
VyStar’s digital transformation has created a foundation for sustained growth and an enhanced member experience. By partnering with Chimney, they unlocked:
With over 1.3 million calculator pageviews and measurable increases in application clicks, VyStar is now positioned to deepen member relationships, meet evolving expectations, and continue delivering tools that empower its growing community to make confident financial decisions.
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