Utah's America First Credit Union will begin advertising rewards and promotions on its online banking website using the targeted promotion technology developed by Cardlytics.

The Cardlytics technology is integrated with the online banking system the CU uses, Fiserv's Corillian Online. The platform uses data about members' past purchases to customize offers and promotions from national, local and online retailers.

Members first activate a promotion online and then use a card linked to their account to redeem the offer. There are no coupons or promotion codes required, member data doesn't leave the CU and members can opt-out of the service.

"It is imperative that we continue to offer our members meaningful and relevant value to maintain and strengthen member relationships, making this program a perfect fit," said Rich Syme, America First Credit Union's senior vice president of e-services, in a statement.

Through its rewards programs with Bank of America, PNC Bank, Intuit Financial Services and others, Atlanta-based Cardlytics claims to target offers against approximately 200 million transactions per week that are worth more than $500 billion in consumer spending. It also offers a QR code-based mobile rewards program, including a pilot with BofA.

Salt Lake City-based America First Credit Union has assets of more than $4.5 billion and nearly 600,000 members, ranking it 12th and 7th, respectively, among U.S. CUs.

"By providing highly targeted offers based on actual purchases, the credit union will be able to notably enhance the value and competitiveness of its rewards program, while also increasing member satisfaction," said Cardlytics COO Lynne Laube.

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