How credit unions can compete with neobanks like SoFi

That’s exactly what Sarah Martin, CEO of Pulsate, dives into in her latest interview with Mike Lawson on CUbroadcast. If you’re in the credit union or banking space and wondering how to win consumer moments of need, this interview is a must-watch.

Why credit unions have the advantage

Neobanks like SoFi are winning members over with seamless, real-time digital experiences. But credit unions have a stronger asset: deep, personal relationships with their members. The key is using smart digital engagement to bring those relationships to life—where and when members need them most.

Key takeaway from the interview: Financial institutions don’t need to chase every new tech trend. Instead, they must utilize their data to understand what members need in real-time and show up at the right moment—just like a trusted financial partner should.

The power of intent data in financial services

Martin breaks down how leveraging intent data, first-party data, and behavioral insights allows credit unions to create hyper-personalized experiences—without competing on advertising dollars.

• Data-driven connection: Intent data helps credit unions anticipate when members are actively looking for financial products—whether they’re browsing auto loans, checking mortgage rates, or visiting a car dealership. That’s the perfect moment to engage.
• Beyond generic alerts: Push notifications and in-app messaging should feel like a personal nudge based on actual member interest, not just another random app notification.
• Winning the moment: Consumers live on their phones. The question is—are you there when they’re showing intent to make a financial decision?

Watch the full interview

Sarah Martin doesn’t just talk about why being present in the moment of need matters—she lays out how credit unions can use intent data and smart engagement tools to compete with fintech disruptors. If you work at a community financial institution—bank or credit union alike—this is an interview you can’t afford to miss.

Watch the full interview on CUbroadcast

Related reads:

 How to Leverage Intent Data to Boost Financial Engagement (Internal link to a related blog on PulsateHQ.com)
 The Future of Digital Banking: Are Credit Unions Ready? (Internal link to another relevant piece)

Final Thoughts

Fintechs and neobanks have big budgets. But credit unions have real relationships—and now, with intent data, they can anticipate member needs better than ever before. Winning isn’t about outspending—it’s about showing up when it matters most.

 What’s your biggest challenge in using intent data for member engagement? Let’s chat in the comments!