Credit unions allowing low risk tolerance and outdated underwriting models to dampen their lending success may soon find themselves out of the game all together – especially in the credit card space.

EXL has worked with numerous credit card issuers over the past years to optimize line management strategies. One such credit card issuer was a $3 billion credit union looking for ways to grow outstanding balances without a high marketing expense. The credit union leadership settled on a data-driven credit line increase campaign. What separated this campaign from more traditional ones was a four-step process. The process, built by EXL’s analysts, segmented the issuer’s cardholders based on their likelihood to react to different offers. The data-driven, highly targeted approach ensured the right offer went to the right cardholders at the right time, therefore increasing both the effectiveness and ROI of the campaign. Ultimately, the campaign created $7.7 million in incremental spend, as well as $3.4 million incremental balances in the span of 10 months.

To learn more about credit line increases, credit union professionals may attend an upcoming webinar titled “How and Why a Credit Line Increase Campaign Will Grow Your Credit Card Portfolio” by EXL. The 45 minutes event will take place on Tuesday, Mar. 27, at 2 p.m. eastern time. Online registration is open and can be accessed at https://goo.gl/uWqUuA