1st Choice Savings and Credit Union Selects Celero to Deliver Digital Transformation and Member Growth Strategies

June 21, 2021 – Alberta-based 1st Choice Savings and Credit Union (1st Choice) has chosen Celero as its digital transformation partner to identify strategies for strengthening its member relationships, with the goal of increasing members’ overall engagement and loyalty.

Through our digital transformation consultancy practice, Celero will be delivering a multi-phase plan based on our differentiated continuous transformation methodology, which will guide the credit union’s digital transformation roadmap, deepen their understanding of members’ priorities, and optimize value for members.

“We selected Celero as our partner in digital transformation because of their well-defined and integrative approach to assessing, designing and operationalizing impactful improvements to members’ experiences and internal processes, while fostering a culture of member-centric innovation. Through this process, we anticipate achieving our goal of better understanding our members and delivering tailored and seamless experiences that continue to enrich their financial well-being as their needs evolve,” says Jason Sentes, CEO, 1st Choice Credit Union and Savings.

Driving member growth and share of wallet

A key aspect of the digital transformation strategy is pursuing member growth opportunities. Through a comprehensive research phase, Celero will help 1st Choice better understand their members’ and prospective members’ needs, behaviors and expectations. This insight will be foundational to creating stronger connections with existing members, developing relationships with new members and tailoring experiences to meet their needs.

“We are thrilled to support 1st Choice Savings and Credit Union in their quest to take their member engagement to the next level. Their digital transformation journey will enable them to gain a deeper understanding of consumers’ intrinsic motivations to both anticipate and deliver easy and reliable financial experiences. At the same time, it will also drive opportunities for 1St Choice to increase their membership base, organizational efficiency and profitability,” says Deborah Moore, Director, Digital Transformation, Celero.

Celero and 1st Choice started the first phase of the digital transformation process in Spring 2021, focused on strategy creation, member experience mapping and change capacity development. The strategy and member experience design will be finalized by Fall 2021.

For more information, visit celero.ca/digital-transformation-consulting.

About 1st Choice Savings and Credit Union

1st Choice Savings and Credit Union is a full-service financial institution, that offers everything a bank can offer you, and more!

We’re the banking alternative for Southern Albertans, serving approximately 17,000 member-owners, based out of Lethbridge, Alberta.


Our most unique features are our membership and profit sharing. When you bank with us, you are a valued member-owner. At 1st Choice Savings we are member-driven, not profit-driven. Rather than giving profits to select stockholders, we reinvest our income to expand the benefits for you, and pay out annual dividends to our members.

About Celero

Celero is a leading provider of digital technology and integration solutions to credit unions and financial institutions across Canada. Clients trust Celero’s proven track record delivering innovative banking technologies, digital and payment solutions, cloud computing, outsourcing, IT and advisory services.

Celero offers reliability and security through its world-class hosted banking system and data center operations. With key partnerships across the globe, Celero also brings the scale and extensive capabilities of multinational technology companies and the focused expertise of fintech startups. For more information, visit celero.ca.