Customer Success Story
P1FCU achieves double-digit application growth
How P1FCU reduced abandonment and converted more applications into funded loans and deposits
Headquarters: Lewiston, ID
Branch locations: 27
Members: 125,000+
Managed assets: $2.2 Billion
The challenge
High abandonment limited growth
As members increasingly shifted to digital channels, P1FCU faced a persistent challenge: high abandonment rates across both deposit account and loan applications. The existing experience relied on generic, one-size-fits-all forms that often requested unnecessary information. Each abandoned application represented more than a missed form submission—it was a lost opportunity to establish a new deposit or lending relationship with a member actively interested in joining or borrowing from the credit union.
To reverse this trend, the lending team needed greater control over the digital experience and a simple way to recover applications that were started but not submitted.
The solution
MeridianLink Access
P1FCU implemented MeridianLink® Access to elevate its digital application experience. The credit union created tailored applications for each loan and deposit product, as well as for specific branches and member segments based on demographics. Applications were configured to show only relevant questions, and re-engagement tools brought back applicants who abandoned the process so they could resume where they left off and complete their application.
Why P1FCU selected MeridianLink Access
Vehicle loan application submissions increased 34%, with personal loans up 19% and credit cards up 17%.
Deposit account application submissions grew 5%.
More than 140 abandoned loan applications were recaptured within four months.
The results
More applications, higher funding, stronger relationships
Since adopting MeridianLink Access, P1FCU has seen a significant increase in completed applications, largely driven by the improved member experience. Applicants now move through an efficient, personalized process that meets them where they are, and when they do exit mid-process, the integration with HubSpot brings them back into the application through email or direct mail, converting lost opportunities into funded loans.
The impact extends across the credit union, too. Marketing, lending, and branch teams share ownership of the platform and a common goal of capturing complete applications. Because Access gathers the right information at the point of application, staff spend less time on data entry and more time getting to know each applicant as a person and strengthening the relationship.
MeridianLink Access now serves as the foundation of P1FCU’s digital strategy and the single front door for every online new account and loan.
