CU of America: Expanding market reach with Origence
The original reasons we started talking with Origence, we were pre-approving our members and we were losing them at point of sale. We were not growing how we'd like to. We needed a partner who could get us to the next level, and that's when we started talking to Origence. I'm Gary Hull, AVP of consumer lending for Credit Union of America. We are currently a $1.7B credit union, 103,000 members. We're located in Wichita, Kansas. Credit Union of America and Origence, we have a very beneficial relationship. We've been together a long time. Origence helps support our goals through technology. We use them both for our direct lending and our indirect lending. Makes a good process, a good, frictionless, seamless process for our members. A few years ago, we wanted to get up into the Salina, Kansas region. It was a region that was not set up on CUDL. The dealers up there were not receptive to hearing about CUDL or hearing about Credit Union of America. My president and I, we went up there numerous times to try to get set up in that market. It's a market where a lot of cars are being sold, so we definitely wanted to get in up there and provide some value. Nobody would talk to us. We couldn't get any traction. And finally, after going up there three or four times, we decided, it's not gonna work. We track how we're sitting in the state of Kansas, and we were probably in thirtieth place back in that point... thirtieth largest auto lender in the state of Kansas. Few years down the road, we decided on branch expansion. We were gonna move into Salina, Kansas and build a branch up there. We knew we could not succeed unless we had partnerships with dealers, and that's where Origence came in. We worked with our representatives. They went up, and they called on every single dealer jointly with us and by themselves. We went out by ourselves. It was a team effort. We made a plan. We ended up setting up all the dealerships in the Salina region on CUDL through the indirect program. We've become the number one auto lender in the state of Kansas for many years in a row, and I don't see it stopping. And one of the big reasons we got there is through Origence expertise. We have fostered relationships, thanks to the partnership with the Origence, and here we are celebrating our success. Efficiency and profitability go hand in hand. We've used Origence to become much more efficient. A few years ago we were concerned about our look-to-book. It wasn't where we wanted it to be. We need to give dealers answers 24/7. And when we're not getting auto approvals after hours, that can lead to less clicks. We scheduled the decision engine optimization. Origence sent their rep out, spent a day with us, deep diving into our decision engine, finding ways that we could make this more, beneficial, more streamlined, better decisions, and we've increased it almost thirty percent. I love credit application update. It has saved me a lot of time, a lot of hassle. It's made my life as a buyer much easier. Before, I used to have to pull up two, maybe three separate different applications and look at them all and try to decide what has changed. Now with one click, I get the before and after changes. I can make an educated decision within seconds. I've received great feedback from my dealer partners on the credit application update. They love the simplicity. They love the ease. It makes their job easier, better service to our members, and in turn, it's gonna give Credit Union of America more clicks from our dealerships. Origence has been a great partner with Credit Union of America. Anytime I have a question, a concern, need help with a product, they're always a phone call away, and we would never achieve the success we have had without the help of Origence. But what really makes Origence special is they're not just a vendor, they're a partner with Credit Union of America. We just had a Children's Miracle Golf Network tournament that we have every year, and who showed up, as always, Origence was there to support us, And that means the world to us.
supported by strong dealer partnerships built through Origence
Solutions
Indirect Lending
(Origence CUDL®)
Automated Loan Decisioning (Origence arc OS)
Watch Gary Hull, AVP of consumer lending at Credit Union of America, share how the credit union expanded into new markets, improved efficiency, and built lasting partnerships with Origence.
CU of America was losing business at the point of sale struggling to expand into new markets, particularly Salina, Kansas. Not a single dealership in the region was on the CUDL Network™. With Origence’s dealer support team, representatives from CU of America visited the dealerships, building strong relationships. They onboarded every dealer in Salina to the CUDL Network, ultimately helping CU of America become the top auto lender in Kansas.
Origence also helped boost efficiency through decision engine optimization, increasing the credit union’s look-to-book ratio by nearly 30%. Tools like the credit application update further streamlined workflows for staff and dealers, improving turnaround time and member service. Beyond technology, Hull highlights Origence’s commitment as a true partner, supporting the credit union not only in lending success but also in community events.
Discover how CU of America turned challenges into growth opportunities with Origence’s technology, expertise, and hands-on support.
“We ended up setting up all the dealerships in the Salina region on CUDL through the indirect program. We’ve become the number one auto lender in the state of Kansas for many years in a row—and I don’t see it stopping. One of the big reasons we got there is through Origence expertise.”
Gary Hull, AVP Consumer Lending
Credit Union of America
About Credit Union of America
Wichita, KS
103,000 members
$1.7 billion
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