Southland Credit Union

Southland Credit Union undertook a comprehensive transformation of its Rewards programs to better align with Member needs, improve profitability and strengthen Member engagement. The initiative is to introduce a robust, comprehensive Member loyalty program designed to drive everyday transactions and long-term relationships.

To ensure Southland Members receive a streamlined points redemption process with the ability to pool points across debit and credit, Southland migrated our credit card rewards points portfolio from FIS to AmpliFI.

Members with a Rewards Visa accounts would continue to have access to the same types of cash, gift card, merchandise, and fuel redemption options that they previously had, with the added benefit of using their points at a wide variety of point-of-sale retail stores.

Our FIS Rewards Program contract ended June 30, 2024, which set the date by which Southland would need to create our new Enjoy! Rewards program, Enjoy! Rewards Checking and Enjoy! Rewards Visa Platinum credit card.

12-Month Project Objectives

1. Increase Share of Wallet
o Target: Increase the average number of Southland products per Member by 15% within 12 months of program launch.
2. Improve ROI on Checking Accounts
o Target: Reduce program costs by eliminating cash incentives, resulting in a 20% reduction in per-account reward expenses.
o Target: Increased interchange income by 10%, driven by higher debit card transaction volumes.
3. Grow Member Engagement with Rewards Checking
o Target: Expanded Rewards Checking accounts to 15% of total membership within the first year.
o Target: Increased average monthly debit transactions for Rewards Checking users by 20%.
4. Attract and Retain Active Daily Transactors
o Target: Reward behavior beyond 10 monthly transactions to boost transaction activity and loyalty.
o Target: Improved Member retention among Rewards Checking account holders by 10% year-over-year.
5. Replace the Relationship Rewards Program with a Simpler, Points-Based System
o Target: Sunset the existing Relationship Rewards tiers and enroll at least 30% of Members into the new points-based program within 6 months.
o Target: Decreased fee waiver-related expenses by 25% by shifting to non-monetary point-based rewards.
6. Launch a Household-Based Loyalty Platform
o Target: Implemented a pooled points system that reduced per-card fees, with estimated annual program cost savings of 15–20%.
7. Enhance Member Participation in Relationship-Building Activities
o Goal: Achieve at least 50% participation in one or more of these activities within the first year of the new program.

Target Audience
1. Daily transactors. Members and prospective Members who use a debit card frequently at point of sale or for online purchases.
2. Communities surrounding Southland branches targeting those who are not yet Members of Southland.
3. Existing Members
4. Existing and prospective SEGs.

Southland Credit Union is a community credit union serving over 70,000 Members in Orange County and Los Angeles County with 12 branch locations in Los Alamitos, Downey, Long Beach, Long Beach State Campus, Santa Monica, Downtown Los Angeles and Carson.