VSECU website, 2022 Davey Award winner

Making change, empowering possibilities

VSECU: Winner of a 2022 Davey Award

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As a values-based financial cooperative, VSECU does things a little differently. Founded in 1947, it aims to improve the quality of life for all Vermonters. VSECU is now the second-largest credit union in Vermont and is a leader in sustainable and renewable energy lending.

Here’s a snapshot of the credit union at the time of the website launch in May 2022:

  • Asset size

    Over $1 billion

  • Number of branches


  • Number of members

    Over 70,000

  • Field of Membership

    Anyone who lives or works in Vermont

The partnership, strategic work, customization, process and responsiveness has been amazing. The overall project management was outstanding.

— Jevonne R. McLaughlin, CSME, VP of Marketing

About the project

We worked closely with many VSECU internal stakeholders over a period of 13 months to build a new website that focused on human-centered design and prioritized these three strategic goals:


Lead with purpose

Instead of leading with products, VSECU’s new website leads with values and impact. The first section in its main navigation is “Empowering You” with a category focused on “People Helping People.” Its new homepage leads with an invitation to “join the movement,” and a robust “Why VSECU?” page further outlines the ways in which the credit union fuels impact, its results by the numbers, and the cooperative and values-based banking principles.

Woman navigating VSECU website

Optimize for conversion

An emotional connection is critical, but so are conversions. All of VSECU’s product pages are carefully written and designed to direct visitors toward the next step, whether that be opening an account, applying for a mortgage loan, or scheduling a retirement planning consultation. An integrated appointment scheduling tool lets visitors automatically book phone, video, or in-person appointments to learn more about a given product or service. PixelSpoke also designed a flexible landing page template to drive conversions from top-of-the-funnel campaigns.

Woman scheduling an appointment on the VSECU website

Offer targeted and personalized experiences

The homepage is tailored to prospects and members, with the prospect version focused on VSECU’s unique value proposition. The member version includes common quicklinks as well as a goal-based guided selling tool to help current members reach their next financial milestone. Quiz tools and benefit-based selling tools on product pages also help guide visitors toward the best-fit product options, and interactive calculators automatically pull from the website’s rates tables to help inform buying decisions.

Man uses VSECU custom calculator

By the numbers

In the three months after launch…

  • Engaged sessions per user increased by

  • Average engagement time increased by

  • Pageviews per user increased by


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