Founded in 1941, Somerville’s Credit Union has always placed its members at the heart of its mission. Beginning as a cooperative financial institution for municipal employees in Somerville, the credit union has grown over the decades to serve a broader community, including housing associations, elder services and local non-profit organizations. As a smaller credit union with a dedicated but limited team, Somerville faced increasing demands for a user-friendly digital experience that would empower members to find answers independently and access essential resources with ease.

To tackle this challenge, Somerville implemented Posh Answers — an AI-driven search tool designed to improve website functionality, delivering seamless, accurate answers to members’ inquiries.

Improving Digital Accessibility and Usability

With a small staff of four full-time employees and one part-timer, Somerville’s Credit Union faced significant challenges in managing member inquiries, both online and over the phone. Many members struggled with the website’s previous search function, finding it difficult to locate relevant information quickly.

“Before Posh, our website was a mile long and an inch deep,” said Ron Draper, Chief Executive Officer of Somerville’s Credit Union. “Members would type in a question and see a list of links they’d have to look through. They’d often just give up and call us.” Unfortunately, prospective members likely visited a competitor’s website for answers to their inquiries. 

This lack of digital accessibility was not only frustrating for members but also burdensome for staff, who had to field repetitive inquiries. They knew they needed an easy-to-use, self-service solution that could empower members to find answers on their own and reduce the strain on support staff.

Posh Answers: The Next Step for Somerville

When Somerville began searching for a solution, Posh stood out as an ideal partner because of its commitment to serving credit unions of all sizes — not just the largest players with the deepest pockets. Posh’s deep-rooted experience in the credit union industry, and its focus on empowering community-based institutions, resonated with Somerville’s mission and goals.

“We didn’t want a vendor just focused on profits,” Draper noted. “We wanted a partner who genuinely cared about the needs of credit unions and was invested in helping us grow. Posh’s reputation and relationships within the credit union community made it an easy choice.”

After speaking with Posh’s team, Draper immediately recognized both the value of the solution, as well as the shared values with the company. Posh’s mission to support small credit unions like Somerville, combined with its strong track record in AI solutions, was key to building confidence in this partnership.

Implementing Posh Answers for Fast, Effective Results

In August 2024, Somerville began working with Posh to implement Posh Answers on its website, with a quick and seamless setup that required minimal effort from Somerville’s small team. Within a few days, Answers went live, transforming Somerville’s website into a member-friendly, information-rich resource. 

Posh continued to support Somerville with weekly roundtables, allowing Draper and his team to provide feedback and collaborate on any necessary adjustments to maximize the tool’s effectiveness.

“The onboarding was simple,” Draper said. “With Posh handling the setup, we were up and running quickly. That was critical for us, given our limited resources. Posh did all the heavy lifting so we could focus on supporting our members.”

Operational Efficiency and Key Outcomes

The results of implementing Posh Answers have been immediate and measurable:

• Improved operational efficiency: With Posh Answers handling routine inquiries, Somerville’s small team can dedicate more time to tasks that require specialized attention, improving overall productivity.
• Enhanced self-service capabilities: Members are now empowered to find answers independently, increasing their satisfaction and reducing the number of direct inquiries to staff.
• Increased member engagement: 23.4% of members who use Answers to search on Somerville’s site take a "next step" after getting their answer.
• Positive member feedback: Since the launch, member feedback has been overwhelmingly positive, with no complaints about the search experience and greater engagement with the website’s self-service tools.
• Deep user insight: Search analytics on Answers reveal what members are most often looking for:
  • Loans and inquiries.
  • Account management.
  • Membership and account opening.
  • Transaction and payment services.
  • Savings product and financial planning.

“Posh Answers has deepened our website,” Draper explained. “Members find exactly what they’re looking for without having to dig through endless links. We’re finally giving them an experience that works for them, not against them.”

Looking Forward With Posh’s AI Technology

While Posh Answers has already created a significant impact, Somerville sees even greater potential for AI-driven solutions in the future, especially among younger staff. Admir Radaca, who joined Somerville and quickly became a key team member, brings a new perspective on the role of AI. 

“AI has so much potential beyond what we’re using it for now,” Admir shared. “Imagine booking a flight or making a purchase straight from your credit union account with a voice command.”

“It’s exciting to see what’s possible with AI. Posh Answers has been a game-changer for us, but it’s just the start.” Draper added. “With Admir’s fresh perspective and my industry background, we’re making strategic decisions that set us up for the future, and we’re looking forward to continuing this journey with Posh.” 

The credit union plans to integrate Posh Knowledge Assistant as an internal resource, providing staff with easy access to policies, product information and other essential resources. This will allow for consistent, accurate responses across both member-facing and internal operations.

Further down the line, Somerville envisions adopting Posh Voice Assistant, enabling members to access information through automated phone inquiries. This would further reduce call volumes for staff and continue improving self-service capabilities for members.

As Somerville continues to expand its AI capabilities, Posh will be there to support each new step, ensuring that the credit union can meet its members’ needs with precision, accessibility and ease.

Want to get the same results? Check out Posh Answers →