Pentagon Federal Credit Union, also known as PenFed, is one of the largest financial institutions in the United States, serving over 2.2 Mn+ members globally with US$27 Bn+ in assets. The organization has been building a data-driven and digital-focused marketing organization since before the pandemic.
PenFed partnered with HCL to drive a marketing transformation journey that involved a shift from a product-centric approach to a member-centric strategy. The transformation journey undertaken by PenFed focused on data-driven, targeted marketing that placed members at the center of the organization, and drove significant benefits for the credit union as well as the end customers.
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