Case Study: NIH Federal Credit Union Website Redesign

About NIH Federal Credit Union

NIHFCU was founded in 1940 when nine federal employees pooled to give their co-workers and families an alternative to traditional banks.

Here’s a snapshot of the credit union at the time of the website launch in December 2025.

$804M Asset size
6 Number of branches
42K Number of members

“We could not have picked a better partner for our new website than PixelSpoke! Their disciplined and well-crafted process was excellent, as was their knowledgeable, responsive, and fun team who helped us create a site that supports our brand and member/prospect experience goals. We love our new site, as do our users. Thank you, PixelSpoke!”

Steve Levin

VP of Marketing & Brand Strategy

NIH Federal Credit Union

Create a memorable website that speaks to NIHFCU’s multiple niches

Make it easy for members to self-serve and prospects to join

Lighten the load on NIHFCU’s marketing team

OBJECTIVE 1

Creating a memorable website that speaks to NIHFCU’s multiple niches

We leveraged NIHFCU’s unique brand voice and color palette to modernize the website’s look and feel. The new website is bright and inviting, with background textures and graphics that reinforce the credit union’s roots in biomedical research and public health.

Animations and design motifs throughout reinforce NIHFCU’s brand, while warm copy and friendly images welcome new visitors into the fold. We also employed subtle design touches, selected intentional images, and crafted copy to speak to NIHFCU’s multiple niches — healthcare professionals and biomedical researchers — without alienating visitors outside of these industries.

OBJECTIVE 2

Making it easy for members to self-serve and prospects to join

The new website offers an intuitive user experience to convert new members and support existing members. A slideshow on the homepage makes the case for joining by using social proof from current members, and a robust Join page walks prospects through the benefits of becoming a member.

We made it easy for visitors seeking to self-serve online to access application forms, online banking, virtual messaging, FAQs, and key phone numbers. Site users will also find a variety of easily accessible educational resources, including blog posts, fraud & security content, information about financial counseling, and webinars. Embedded inquiry forms spread throughout the site make it simple for members and prospects to request no-obligation consultations with NIHFCU associates. Members seeking further assistance can utilize the online scheduling tool to request a phone or in-person appointment.

The Online & Mobile Banking page offers an interactive tour of NIHFCU’s mobile banking app, enabling visitors to explore features like credit score monitoring, account transfers, mobile deposit, and more. Visitors are able to see screenshots from the app, helping both current members to familiarize themselves with the mobile banking features they have at their fingertips and prospects to understand the extensive array of digital banking features available to NIHFCU members.

OBJECTIVE 3

Lightening the load on NIHFCU’s marketing team

PixelSpoke’s Content Management System is a customized version of WordPress built specifically for credit unions. It is designed to empower NIHFCU’s marketing team to maintain control over their website while ensuring a compelling brand experience and a delightful user experience for their visitors.

The CMS makes it easy for marketing team members to update, create, and schedule content. It includes edit-once, push-anywhere mobile-friendly rate tables; automated compliance tracking; and SEO scans.