Sharonview Federal Credit Union picks Creatio to modernize member service

Sharonview Federal Credit Union has chosen Creatio to connect siloed systems and improve personalized service across its Carolinas branch network. The rollout starts with integrating data and lead management as part of a broader digital transformation at the 70-year-old credit union.

Why it matters: - Sharonview Federal Credit Union is trying to replace disconnected processes with a single platform that can give staff a fuller view of each member. - The change is meant to make member communications more timely, more personal and easier to scale across branches in North and South Carolina. - The move also supports Sharonview’s community mission, including financial wellness and outreach tied to mental health awareness, hunger relief and support for unhoused populations.

What happened: - Creatio announced that Sharonview Federal Credit Union selected its AI CRM and workflow platform to modernize member service. - Sharonview was founded in 1955 and is celebrating its 70th anniversary. - The credit union is headquartered in Charlotte, North Carolina, and serves members through branches across North and South Carolina. - Sharonview’s team wants to make it easier and faster for members to work toward financial freedom.

The details: - Sharonview chose Creatio to connect departments and processes that had operated in silos. - The platform will bring key workflows into a single, unified environment. - Sharonview expects a 360-degree view of member relationships to help teams better understand needs and tailor communications. - The first implementation phase will focus on integrating existing systems, centralizing member data and building a lead management flow from marketing to the lending team. - Sharonview is using a sprint-based delivery approach. - Helen Griffith, vice president of marketing at Sharonview Federal Credit Union, said Creatio stood out for integration across departments, flexibility and the ability to meet members where they are. - Griffith said the marketing team wants to move from broad, assumption-based communications to targeted outreach. - The new setup is expected to support richer formats such as embedded video and surveys. - Sharonview said access to real-time member data, notes from across departments and clearer signals on member intent and life stage will improve targeting.

Between the lines: - Sharonview is treating the rollout as more than a software upgrade. - The credit union views the current implementation as the first phase of a broader digital transformation. - Creatio’s integrated approach aligns with Sharonview’s goal of coordinated, cross-department service rather than isolated team workflows. - Andy Zambito, global chief sales officer at Creatio, said the credit union’s decision reflects a need to know members more deeply and engage them in a timely, relevant and personal way. - The shift also suggests Sharonview wants technology that can evolve with changing member expectations and support a new generation of members.

What's next: - Sharonview will continue the initial implementation by connecting systems, centralizing data and launching the marketing-to-lending lead flow. - The credit union plans to expand the deployment beyond the first phase over time. - Sharonview expects the new foundation to help it adapt as technology changes and better serve members at scale. - The organization says the long-term goal is to keep helping members achieve financial freedom.

The bottom line: - Sharonview is betting on Creatio to unify operations now so it can deliver more personal member service later.