67+
Years Serving Minnesota
15K+
Members Served
$230M+
in Assets
10
Financial Calculators
100%
Staff-Managed Content
The Project
Expedition Credit Union started in 1957 as a teachers union credit union for Minnesota educators. Over the decades, it evolved through several identities (including a period as United Educators Credit Union) before rebranding as Richfield Bloomington Credit Union (RBCU). In 2019, the credit union expanded its field of membership to five counties. In 2021, the name became Expedition Credit Union to reflect the broader community mission: helping members navigate their financial journey.
That transformation took the credit union from a suburban teachers union to a community institution serving 15,000+ members with $230 million in assets across three branches. It needed a website that did more than announce the new name. The old RBCU site was built for a different credit union. The new one needed to welcome a wider audience, guide them to the right products, and make every digital interaction feel as personal as walking into a branch.
Avtec delivered a complete website redesign and brand launch built around guided financial journeys. The "This Way Forward" journey selector lets members pick a financial goal and get matched with products. Tabbed product explorers (Spend, Save, Borrow, Explore) organize everything by intent. Glia live chat and co-browsing bring branch-level personal service to every screen. Ten Financial Calculators, SiteSearch360, insurance integration, skip-a-pay, and the Expedition Foundation section round out a member experience that feels genuinely guided — all managed through the Avtec CMS with full SEO & AI Search optimization.
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Client
Expedition Credit Union
(formerly RBCU) -
Industry
Financial Services
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Location
Minnesota
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Members
15,000+
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Branches
3 locations
"I have always enjoyed working with you because of the attention you always give and the understanding you have of credit unions. From the first questionnaire you gave us to complete I was blown away - it was so thorough and walked us right along the process of look and feel."
Andre Thibault
VP Marketing, Expedition Credit Union
What We Built
Platform & Custom Features
"This Way Forward" Journey Selector
Most credit union homepages list products. Expedition's asks a question: what are you trying to accomplish? The "This Way Forward" journey selector lets members pick a financial goal (buy a home, save for retirement, consolidate debt, plan for college) and get matched with the right products and resources. Combined with the Spend/Save/Borrow/Explore tabbed navigation, members browse by intent instead of category jargon.
- Goal-based journey selector turns the homepage into a personalized starting point — not a generic product catalog
- Tabbed product explorer (Spend, Save, Borrow, Explore) organizes products by what members want to do, not what the credit union wants to sell
- Each path leads to relevant products, rates, and application CTAs — reducing clicks between interest and action
Glia Live Chat & Co-Browsing
Branch-level personal service shouldn't stop at the parking lot. Avtec integrated Glia's live engagement platform so Expedition's staff can chat with members in real time, send messages after hours, and co-browse — seeing exactly what the member sees on screen to guide them through applications, account setup, and product comparisons.
- Live chat during business hours with asynchronous messaging after hours — members get help on their schedule
- Co-browsing lets staff see the member's screen in real time, guiding them through loan applications and account opening
- Visitor code feature for targeted co-browse sessions — personal service scaled across three branches and five counties
Financial Calculators & Digital Tools
Members don't apply for loans they can't calculate. Avtec built 10 Financial Calculators that let members run the numbers before they commit: vehicle affordability, mortgage payments, debt consolidation savings, certificate growth. Each one is a bridge between "I'm curious" and "I'm ready to apply."
- 10 on-site calculators: auto, loan payment, mortgage (fixed + ARM), refinance, debt consolidation, savings, CD, and credit card interest
- SiteSearch360 integration for fast, relevant search results across all products, rates, and resources
- Skip-a-pay functionality lets qualified members defer loan payments online — reducing branch call volume
Avtec CMS & Brand Launch
A rebrand isn't just a logo. It's every word on every page, every image, every rate table, every form. Avtec launched the entire Expedition brand digitally: new identity, new voice, new content. Then we handed the keys to marketing. Staff update rates, promotions, branch news, and Foundation content without waiting on a developer or opening a ticket.
- Complete brand launch: new name, identity, messaging, and content strategy across every page
- Staff manage rates, promotions, financial education resources, and Expedition Foundation content independently
- Insurance integration (TruStage auto, home, life, umbrella) adds a complete financial picture alongside lending products
The Complete Platform
Features & Integrations
Avtec CMS
Update rates, promos & branch news instantly
Financial Calculators
10 tools — run the numbers, then apply
BranchLocator
3 branches + CO-OP & MoneyPass ATMs
ADA Compliance
WCAG AA + EqualWeb accessibility
SEO & AI Search
Rank in search. Get cited by AI.
Secure Hosting
Managed, monitored & SSL-protected
Security & Monitoring
24/7 automated threat detection
Web Design
Mobile-first, conversion-focused UI/UX
Glia Live Chat
Chat, message & co-browse in real time
Journey Selector
Match goals to products — guided
SiteSearch360
Smart on-site search with quick links
Prima Campaigns
Account opening & loan applications
Skip-a-Pay
Defer payments online — fewer calls
Insurance Integration
TruStage auto, home, life & umbrella
Expedition Foundation
Education initiatives & community programs
BaconPay
Guest loan payments — no login required
Mobile Experience
Three Branches. Five Counties. One Tap.
Expedition's members span from Apple Valley to Coon Rapids to Woodbury, and everywhere in between. The mobile experience isn't a compressed desktop; it's a purpose-built member tool. Browse products by goal, run loan calculations, chat with staff, find the nearest ATM, and apply, all optimized for thumbs and commutes.
- Touch-optimized Financial Calculators — run auto, mortgage, and savings numbers on any phone screen
- Glia live chat and messaging accessible on mobile — get help from staff without calling or visiting
- BranchLocator with GPS for 3 branches + CO-OP shared branches + MoneyPass ATMs
- Journey selector, product explorer, and skip-a-pay fully responsive — no pinching, no zooming
The Transformation
Before & After Avtec
Before
- RBCU brand no longer reflected a five-county community credit union — limiting growth and new member acquisition
- Generic product pages with no guided navigation — members had to know what they wanted before they arrived
- No live chat, no co-browsing — digital members were on their own without branch-level guidance
- No on-site calculators — members couldn't run the numbers before deciding to apply
- Limited CMS control — staff couldn't update content without developer involvement
After Avtec
- Complete brand launch — new name, identity, voice, and digital experience reflecting Expedition's expanded mission
- "This Way Forward" journey selector and tabbed product explorer guide members to products by goal, not guesswork
- Glia live chat with co-browsing delivers branch-level personal service on every screen
- 10 Financial Calculators let members run the math and apply without leaving
- Full content control through Avtec CMS — rates, promotions, and Foundation content update in minutes
Accessibility
- WCAG AA compliance across all pages
- Semantic HTML with proper heading hierarchy and ARIA labels
- Keyboard-navigable menus, forms, and interactive tools
- EqualWeb ADA Compliance widget for ongoing accessibility
Hosting & Security
- Managed Secure Hosting with SSL and DDoS protection
- 24/7 Security & Monitoring with automated threat detection
- Automated Backups & Recovery with point-in-time restore
"Thanks again for your stellar work and advice throughout. Be sure to let your whole team know how much we love the site and appreciate working with you all."
Jake Ainsle
Marketing Coordinator, Expedition Credit Union
Results & Impact
A New Name. A New Digital Home.
Guided Discovery
Members find the right products through goal-based navigation and the "This Way Forward" journey selector — not by scrolling through product pages hoping to find a fit.
Personal Service Online
Glia live chat and co-browsing bring branch-level guidance to every screen — staff see what the member sees and can walk them through applications in real time.
Decision Tools
Ten Financial Calculators, skip-a-pay, and insurance integration give members everything they need to make informed decisions and take action on-site.
Marketing Owns It
Rates, promotions, Foundation content, and branch updates managed independently through Avtec CMS — no tickets, no waiting, no developer bottleneck.
Common Questions
About This Project
Avtec delivered a complete website redesign and digital brand launch for Expedition Credit Union's rebrand from RBCU. The project included a "This Way Forward" guided journey selector, tabbed product explorer (Spend/Save/Borrow/Explore), Glia live chat with co-browsing, 10 Financial Calculators, SiteSearch360 integration, EqualWeb accessibility, Wave2 ATM locator, Prima Campaigns account opening, skip-a-pay functionality, and full SEO with AEO schema optimization — all managed through Avtec CMS.
Avtec built Expedition's new website simultaneously with their rebrand from Richfield Bloomington Credit Union. The site launched with the new brand identity, reflecting Expedition's expanded five-county field of membership across Minnesota. The rebrand covered every page, form, and calculator: new identity, new architecture, new copy.
Yes. Avtec integrated Glia's live engagement platform into the Expedition website, providing live chat, messaging, and co-browsing capabilities. Members can get real-time help from staff during business hours and leave messages after hours. The co-browsing feature allows staff to see what the member sees on screen, making it easier to guide them through applications and account setup.
The "This Way Forward" journey selector is a guided navigation tool Avtec built for Expedition's homepage. Members choose a financial goal (buy a home, save for retirement, consolidate debt, plan for college) and get matched with the right products and resources. It turns the homepage into a personalized starting point instead of a generic product catalog.
Avtec built 10 Financial Calculators for Expedition's website: vehicle affordability, loan payment, loan comparison, fixed-rate mortgage, adjustable-rate mortgage, mortgage refinance, debt consolidation, savings growth, share certificate, and credit card interest. Each calculator lives on-site so members can run the numbers and apply without leaving.
Yes. Avtec integrates Glia's live engagement platform for live chat, asynchronous messaging, and co-browsing. For Expedition, this means staff can guide members through loan applications in real time by seeing exactly what's on their screen. It's the kind of personal service that used to require a branch visit — now available from anywhere in Minnesota.
Want a website that reflects who your members actually are?
Expedition's redesign started with who joins the credit union and why. If your current site feels generic, we can start with the same question and work toward a site your members recognize as theirs.