Local Footprint Leverage Embers' Upper Peninsula roots to drive member growth through community programs, financial education events, and local partnerships. A focus on regional engagement can boost deposits, membership, and cross-sell opportunities with small businesses and residents.

Digital Marketing Continuing to deploy Google Ads, DoubleClick Floodlight, Contentsquare and other marketing tools provides a foundation for data-driven growth. Propose an integrated optimization plan including multi-channel attribution, conversion rate optimization, and personalized member journeys to lift new membership and loan applications.

Lending Expansion With mid-market scale and revenue in the 25-50M range, Embers has room to expand loan portfolios (auto, mortgage, personal, business) and digital onboarding. Offer lending tech integrations, streamlined underwriting, and risk-based pricing to increase approvals while controlling risk.

Tech Modernization Current tech stack shows strong marketing analytics capability; complement with modernization of core banking integrations, API-enabled services, and enhanced security/compliance to support growth and partner ecosystems.

Market Positioning Operating alongside similar mid-sized credit unions invites a strategic opportunity to benchmark pricing, product availability, and member value propositions against peers. Provide market analytics, vendor consolidation options, and differentiated digital experiences to win share.