Affinity Plus Federal Credit Union enhances service through data analysis

For years, Affinity Plus Federal Credit Union has maintained a large data warehouse of information to track various details of its financial services. But the statistics were only used for internal reports. That changed late last year when the St. Paul-based credit union used information from the database to identify 1,400 members who would benefit from refinancing into short-term mortgages. To date, members who refinanced will save more than $2.6 million and the bank has written $28 million in new loans. “I’m a big believer that data is data; it’s really what you do with it that matters,” said Affinity President and CEO Dave Larson in an interview. “We recognized an opportunity to look at the data in a way that we could proactively reach out to members and save…


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