The credit union paired Psympl’s Motivation Activation™ with Experian consumer intelligence to identify qualified consumers and tailor messaging to what motivates them.
Psympl, a financial services artificial intelligence (AI) company, and Experian, a global data and technology company, shared results from their work with FreeStar Financial Credit Union. In a high-yield savings acquisition campaign, FreeStar Financial used Experian Marketing Attributes to identify and qualify an audience of 10,000 consumer prospects, then applied Psympl’s psychographic Motivation Mindsets to tailor communications to each consumer’s motivations. Within 30 days, the campaign generated $1.2 million in new deposits.
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“Financial institutions hold detailed customer records, yet that data alone doesn’t tell them why one member acts and another doesn’t,” said Brent Walker, chief strategy officer and co-founder of Psympl.
Experian Marketing Attributes provides demographic and behavioral context, such as whether a consumer is an active investor or their debt-to-income ratio, that helps financial institutions understand who consumers are and what they do. Psychographic AI™ powers Psympl’s Motivation Activation, which adds motivation-based context about how audiences respond to different messages. Financial institutions can use the two offerings for audience selection, campaign messaging, digital engagement, and member communications.
“Financial institutions hold detailed customer records, yet that data alone doesn’t tell them why one member acts and another doesn’t,” said Brent Walker, chief strategy officer and co-founder of Psympl. “Pairing Experian’s consumer intelligence with Psympl’s psychographic Motivation Mindsets gives teams both halves: whom to reach and what will move them.”
Working with MarketMatch, a Psympl agency partner, FreeStar Financial used Experian Marketing Attributes to identify the audience on criteria including proximity to a FreeStar Financial branch, age range, and a minimum level of investable assets. The campaign promoted a 4 percent high-yield savings account through one direct mail drop and geotargeted digital ads, tailoring communications by Motivation Mindset, Psympl’s framework for grouping consumers by what motivates them to act.
FreeStar Financial reported $690,000 in new deposits within two weeks and $1.2 million within 30 days, a 3X return on the first campaign.
“We started with a focus on a marketing campaign and ended up with something bigger. Knowing what motivates a member changes how we market, but it also changes how we lend, how we serve, and how we talk to people every day,” said Jennifer Martines, Chief Growth Officer of FreeStar Financial Credit Union. “The objective shifted from simply building better campaigns to making motivation actionable across the credit union.”
FreeStar Financial has since extended Psympl’s Motivation Activation into lending, digital banking, and member communications. In its “First Mortgage” campaign using the approach, FreeStar Financial reported a +337% increase in loan applications and an increase in average loan size of more than $132,000, comparing 2025 with 2026.
“Marketing teams often have more signals than insight,” said Kevin Dunn, chief revenue officer at Experian. “Experian’s consumer intelligence gives marketers granular demographic and behavioral context, so they can identify the right consumers and understand what makes them different. Just as important is the flexibility to apply that context with the trusted partners they choose, like Psympl.”
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