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    Celero Partner Profile: - How transformed Houston’s largest CU’s conversion rates

    October 11, 2019


    When TDECU, a Texas-based credit union, discovered that more than 40 per cent of their non-members abandon the online application process within the first two pages, they sought the expertise of, a California-based fintech, to help them address the issue., one of Celero’s fintech partners, powers Intelligent Virtual Assistants (IVAs) to make every digital channel of an enterprise intelligent. They analyzed TDECU’s application process and determined that the length and formality of the existing application were major factors in why the drop-offs were occurring.


    Chatbots transform the application process

    To improve the experience for non-members, recommended a chatbot-driven question-based application process, ultimately implementing their conversational banking and commerce integration solution into TDECU’s website.

    They also delivered their Smart Conversation AI Agent on key pages within the form to proactively provide guidance to non-members  the right products and services, coupled with sound assistance and helpful links throughout the application process.

    The impact of Max: TDECU’s virtual assistant

    Within five weeks of implementing Max, the name TDECU chose for their virtual assistant,  Houston’s largest credit union saw a significant impact from having an intuitive, customer-centric application process, specifically:

    • 42 per cent increase in conversion rates – up from 8.7 per cent
    • 23 per cent positive impact in drop-off rates of possible leads

    TDECU also saw four major impacts with their overall business – including cost benefits.
    Read Interface’s case study to learn more.

    How can you benefit?

    An IVA is designed to bridge the gap between your members and your ‘machines.’ Celero is partnered with to enable seamless integrations of their virtual assistant solutions into your credit union operations.

    We work with you to analyze your current member experience delivery, identifying and implementing opportunities to improve both process efficiencies and digital interactions with your credit union, ultimately benefitting your revenue and overall member experience.

    For more information and to see a demo of, please contact your account executive or e-mail


    About TDECU
    TDECU was formed in 1955 when a group of Dow employees pitched in $5 each to loan a friend $35 in order to buy a refrigerator. That mission of people helping people continues today.

    Over the last 60 years, we have grown to meet the needs of the communities we serve and to bring TDECU's passion for service and great value in products to new financially underserved areas.

    Our first merger took us West to the Crossroads market in the Victoria area, where we have made many new friends and members, and have become an integral part of the community. In the East Market, where we began, we opened our field of membership to serve all Brazoria County residents.

    TDECU now has 7 Member Centers in the county, including a unique student-run Member Center in Columbia High School.


    Currently engaged with several enterprises in the Americas, Europe-Middle East-Africa (EMEA), and Asia-Pacific region, interface's Intelligent Virtual Assistants or IVAs make every digital channel of an enterprise intelligent.

    With rich IVAs, an enterprise can leapfrog customer & employee experience to voice-first natural language interface. For more information, check out


    About Celero
    Celero is a leading provider of digital technology and integration solutions to credit unions and financial institutions across Canada. Clients trust Celero’s proven track record delivering innovative banking technologies, digital and payment solutions, cloud computing, outsourcing, IT, and advisory services.

    Celero offers reliability and security through its world-class hosted banking system and data centre operations.  With key partnerships across the globe, Celero also brings the scale and extensive capabilities of multinational technology companies and the focused expertise of fintech startups.  For more information, visit

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