Wildfire Credit Union redefines employee and member digital experience with Backbase

By Pavithra R

Michigan-based Wildfire Credit Union, a member-owned, not-for-profit financial institution, has announced expanding its partnership with Engagement Banking technology provider Backbase to modernize its employee experience and enhance its ability to deliver personalized member services.

Under the deal, Wildfire will adopt Backbase’s Customer 360 Employee App, which consolidates various member relationship management lines, including call centers, branch services, underwriters and loan officers, onto a single platform for a unified member experience.

“As our members’ needs continue to shift, the ability to innovate quickly and pivot towards new digital technologies, channels and features is core to our strategy. Backbase has become a trusted partner and their digital offering aligns closely with our goals, giving us the ability to access cutting edge technology and expertise, and to compete with banks and credit unions of any size. Running on one single platform with a unified architecture gives us the flexibility to meet the changing needs of our retail and business members, and to deliver outstanding service,” said Mark Schuiling, Chief Technology Officer at Wildfire CU.

The collaboration will enable Wildfire’s 180+ employees to shift away from siloed, transactional interactions with members to relationship building and engaging dialogues that offer increased transparency, consistency, and value. Backbase’s Customer 360 Employee App empowers Wildfire employees with a comprehensive view of all member interactions through a streamlined hub, allowing them to provide customized communications and solutions while minimizing the number of touchpoints required. Wildfire employees will leverage the technology to have the ability to deepen relationships, provide faster response times, and offer relevant products and services that can help members improve their financial wellbeing, while improving the CU’s scalability and bottom-line impact.

“Wildfire has a clear vision: Create outstanding, frictionless member and employee engagements across all touchpoints. We are thrilled to expand our partnership and help them bring their vision to life through the power of digital transformation. As they continue their digital modernization journey, we’re pleased to be providing Wildfire with a scalable model that matches its members’ shifting demands both in a cost- and time-effective way,” said Vincent Bezemer, SVP Americas at Backbase.

Founded in 2003, Backbase is a fast-growing FinTech software provider that empowers financial institutions to accelerate their digital transformation and effectively compete in a digital-first world. Its platform is being used by financials including ABN AMRO, AIB, Barclays, Banamex, Bank United, BNP Paribas, Citi bank, Citizens Bank, CheBanca!, HDFC, Hiscox, Central1, KeyBank, Lloyds Banking Group, Metrobank, IDFC First, Navy Federal Credit Union, PostFinance, RBC, Societe Generale, and Westpac among others.