#1
Forbes-Ranked CU in MN
27
Branches Across 3 States
3
Audience Experiences
1M+
Pounds of Food Donated
100%
Staff-Managed Content
The Project
Magnifi Financial is the #1 credit union in Minnesota according to Forbes, recognized for trust and member satisfaction. With 27 branches across Minnesota, North Dakota, and Wisconsin, Magnifi serves a diverse membership spanning personal banking, business services, and wealth management — and has grown steadily through mergers with community credit unions across the region.
That growth created a digital problem. Magnifi needed a website that could serve three distinct audiences (Personal, Business, and Wealth) without creating three separate sites. Members visiting for a checking account shouldn't see commercial lending pages. Business owners shouldn't wade through youth banking content to find treasury management. And prospective members needed a clear path to determine eligibility and join, regardless of which audience they belonged to.
Avtec delivered a multi-audience website redesign with separate home experiences and navigation paths for each segment, all managed through a single Avtec CMS. The site includes Product Advisors powered by Marquiz for guided product selection and membership eligibility, Financial Calculators with homepage modal integration, Eltropy chat with AI messaging, Q2 digital banking, MeridianLink lending, Greenlight kids banking, a community impact showcase featuring the 3 Essentials food program and Magnifi Financial Foundation, and full SEO & AI Search optimization. Staff manage all content — rates, promotions, merger resources, news, and fraud alerts — independently.
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Client
Magnifi Financial
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Industry
Financial Services
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Location
Minnesota, North Dakota, Wisconsin
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Launch
2024
What We Built
Platform & Custom Features
Multi-Audience Web Design
Most credit union websites treat every visitor the same. Magnifi serves three distinct audiences (Personal, Business, and Wealth), each with different products, priorities, and decision criteria. Avtec built separate home experiences and navigation paths so each member segment finds relevant content immediately.
- Personal, Business, and Wealth homepages with audience-specific products, rates, and calls to action
- Mega-menu adapts by audience — personal members see checking and auto loans, business members see treasury and commercial lending
- Shared services like BranchLocator and Financial Calculators are available to all three audiences from the same URL
Product Advisors & Membership Quiz
Prospective members don't know which checking account fits their life. Existing members aren't sure if they qualify for a HELOC. Magnifi needed guided tools that match members to the right products — and walk prospects through eligibility without confusion or jargon.
- Marquiz-powered product recommendation quizzes help members compare checking, savings, and loan options based on their needs
- Membership eligibility quiz guides prospects through the join process — county residency, employer affiliation, or Foundation donation
- Results link directly to applications so the decision-to-action gap stays as short as possible
Financial Calculators
A member won't apply for a mortgage without knowing what they can afford. Magnifi's calculators answer the math question that sits between browsing and applying — embedded on product pages and available from the homepage via modal overlays so members never have to leave to run the numbers.
- Mortgage, auto, savings, and loan payment calculators embedded on relevant product pages
- Homepage calculator modals powered by jquery.accrue — members run numbers instantly without navigating away
- Results positioned next to apply buttons so the path from calculation to application is one click
Eltropy Chat & Avtec CMS
With 27 branches across three states, not every member lives near one. Eltropy's chat widget with AI messaging gives members instant answers to common questions, and escalates to a live staff member when the AI can't resolve it. Staff manage all content (rates, promotions, merger resources, news, and fraud alerts) through Avtec CMS without waiting on a developer.
- Eltropy AI chat handles routine member questions instantly — reducing phone volume without sacrificing service quality
- Live agent handoff for complex issues so members always reach a real person when they need one
- Avtec CMS gives staff full control over rates, promotions, branch updates, merger resources, and news — no tickets, no waiting
Everything Included
Features & Integrations
Avtec CMS
Staff-managed content, rates & promotions
Financial Calculators
On-page & homepage modal calculators
Product Advisors
Guided quizzes for product selection
Member Reviews
Live Google review integration
BranchLocator
27 branches + MoneyPass ATM network
ADA Compliance
EqualWeb WCAG AA accessibility
SEO & AI Search
Structured data & schema optimization
Secure Hosting
Managed, monitored & SSL-protected
Security & Monitoring
24/7 automated threat detection
Web Design
Multi-audience, mobile-first UI/UX
CU Analytics
Reporting the marketing team can act on
Backups & Recovery
Automated with point-in-time restore
Eltropy
AI chat + live agent messaging
Q2 Digital Banking
Online banking & mobile app access
MeridianLink
Online lending & account opening
Marquiz
Product & membership eligibility quizzes
Zoom Search
Internal site search engine
MoneyPass
Nationwide surcharge-free ATM network
Greenlight
Kids banking & financial education
News & Fraud Alerts
CMS-managed news & security updates
Merger Resources
Transition guides for acquired CU members
3 Essentials & Foundation
Community impact & food donation program
Google reCAPTCHA
Bot protection on contact forms
Medicare Resources
Member education in mega-menu
Mobile Experience
27 Branches. Three States. One Tap.
Magnifi members are spread across Minnesota, North Dakota, and Wisconsin. For many, the nearest branch is a county or a state line away. The mobile experience gives every member (personal, business, or wealth) full access to products, tools, and self-service actions from any phone.
- Q2 mobile banking login on every page with Apple and Google Play app links — one tap from browsing to banking
- Touch-optimized Financial Calculators and MeridianLink loan applications designed to complete on a phone screen
- BranchLocator with search across all 27 branches + MoneyPass ATM network — GPS-ready for members on the road
- Eltropy chat, Product Advisors, and Member Reviews fully responsive — no pinching, no zooming, no friction
The Transformation
Before & After Avtec
Before
- Single-audience website treated personal, business, and wealth members identically — nobody found what they needed quickly
- No guided product selection — members compared checking accounts by reading long pages of features and fine print
- No live chat or AI messaging — digital members had to call or visit a branch for answers
- Community impact programs and Forbes #1 ranking buried — the trust that converts prospects wasn't visible
- Merger transitions lacked digital resources — incoming members had no clear path on the website
After Avtec
- Multi-audience architecture with separate Personal, Business, and Wealth experiences — each member segment gets a tailored homepage
- Product Advisors and Marquiz quizzes guide members to the right products and walk prospects through membership eligibility
- Eltropy chat with AI messaging gives members instant answers, escalating to a live staff member when the AI can't resolve it
- 3 Essentials, Foundation, Forbes ranking, and awards showcased prominently — community trust becomes a conversion tool
- Dedicated Merger Resources with FAQs and transition guides — managed through Avtec CMS as each merger progresses
Accessibility
- WCAG AA compliance across all pages and audience experiences
- Semantic HTML structure with proper heading hierarchy and ARIA labels
- Keyboard-navigable menus, forms, and interactive tools
- EqualWeb ADA Compliance widget built into the site 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
Results & Impact
Three Audiences. One Platform. Zero Compromise.
Audience-Specific Paths
Personal, Business, and Wealth members each get a tailored homepage, navigation, and product set — no more wading through irrelevant content to find the right account.
Guided Discovery
Product Advisors and membership quizzes walk members and prospects through decisions — comparing options and confirming eligibility without guesswork or phone calls.
Trust That Converts
Forbes #1 ranking, 1M+ pounds of donated food, Foundation programs, and "Best Of" awards — all visible and structured to build the trust that turns visitors into members.
Marketing Owns It
Rates, promotions, merger resources, news, and fraud alerts across all three audience experiences — managed independently through Avtec CMS. No tickets. No waiting.
Common Questions
About This Project
Avtec delivered a complete website redesign for Magnifi Financial — Minnesota's #1 Forbes-ranked credit union — with a multi-audience architecture serving Personal, Business, and Wealth members from a single platform. The project includes Avtec CMS, Financial Calculators with homepage modal integration, Product Advisors via Marquiz, Eltropy chat with AI messaging, Q2 digital banking, MeridianLink lending, Zoom Search, EqualWeb accessibility, Greenlight kids banking, a community impact showcase for the 3 Essentials program and Magnifi Financial Foundation, and full SEO with AEO schema optimization.
Avtec builds multi-audience credit union websites by designing separate navigation paths and home experiences for each member segment — without duplicating content or creating separate sites. For Magnifi Financial, Personal, Business, and Wealth members each get a tailored homepage with relevant products, rates, and tools. The mega-menu adapts to each audience, and shared services like Financial Calculators and branch locators work across all three. Staff manage everything through a single Avtec CMS.
Yes. Avtec integrates AI-powered chat platforms directly into credit union websites. For Magnifi Financial, Avtec integrated Eltropy's chat widget with both live agent and AI messaging capabilities. Members get instant answers to common questions through AI, and the conversation escalates to a live staff member when the AI can't resolve it — available across all 27 branch service areas without adding phone volume.
Avtec builds merger-ready websites with dedicated resources that make transitions smooth for incoming members. Magnifi Financial has grown through multiple mergers, and the site includes a Merger Resources section with FAQs, account transition guides, and branch information for acquired credit unions. Avtec CMS lets staff update merger content independently as each transition progresses.
Yes. Avtec turns community involvement into a trust-building conversion asset. Magnifi Financial's site showcases the 3 Essentials food donation program (1 million+ pounds donated), the Magnifi Financial Foundation, employee volunteer hours, and scholarship programs. Awards from Forbes, Community Choice, Star Tribune, and Fargo Forum are displayed prominently. This isn't decoration. It's proof that builds the trust prospects need to choose a credit union over a bank.
Magnifi's site serves three distinct audiences (Personal, Business, and Wealth) from a single platform, each with its own homepage and navigation path. The Marquiz-powered membership eligibility quiz guides prospects through joining. Eltropy AI chat handles member questions instantly. Financial Calculators launch in homepage modals for immediate engagement. And the community impact showcase turns Forbes rankings, 1M+ pounds of donated food, and Foundation programs into the trust layer that converts visitors into members.
Serving multiple audiences on one site?
If your credit union has retail members, business members, and other audiences with different needs, Magnifi's approach might work for you. Let's talk about what you're trying to solve.