BlueShore Financial transformed itself into a tech-driven boutique that uses advanced analytics to provide tailored advice to affluent clients. Welcome to the Financial Spa®
Facing fierce competition and the erosion of its blue collar client base, the Vancouver credit union embarked on a full strategic transformation.
How to target and attract new clients
When Chris Catliff joined BlueShore in 2000, he set out to rouse the credit union from its long slumber. Here’s what the chief executive and his team were faced with.
Goodbye shipbuilders, hello “Bluegorithms”
BlueShore’s new strategy wasn’t all about marketing and ambience. The credit union deployed sophisticated data management systems and core banking apps to find, nurture, and retain new clients.
Beating the competition to the punch
BlueShore has increased its asset base and also edged out rivals in key client-satisfaction metrics. More innovation is on the way.
BLUESHORE BY THE NUMBERS
The Vancouver financial institution’s execution shows up clearly in the data. A sampler:
As far as we know, we're the only credit union in the world, certainly the only one in North America, completely focused on the affluent market.
Chris Catliff, CEO, BlueShore Financial
Assets under administration for BlueShore Financial 2010 - August 2016 (in CAD $billions)
BlueShore’s client base, which has barely changed in the past 15 years but has become more affluent
of BlueShore’s clients are likely to recommend the financial institution to others, compared to 69% for its competitors
BlueShore uses HPE products across the range of its operations, from data management to core banking to client service. To keeps its data safe, secure, and accessible to the right people at the right time, the firm relies on HPE ProLiant BL460C Gen9 Server Blades and 3PAR StoreServ storage arrays at its HPE-run private cloud based outside Vancouver. BlueShore runs its core banking system on a Microsoft Windows-based Temenos 24 platform powered by HPE servers and storage. Data stored on its HPE private cloud feed Blueshore's CRM system, which is based on customized software from Pivotal and runs proprietary algorithms called "Bluegorithms."
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