At All In Credit Union, people were clicking the offers. That should have been the happy part. A member saw something relevant, showed interest, and started toward a loan. Then came the application. Before a shorter process arrived, the credit union was averaging roughly 45% completion. More than half the people who started were disappearing somewhere between interest and submission.
- SavvyMoney brings credit tools into the banking app.
- Banks use its insights to match customers with offers.
- The application has to finish the job.
In May 2022, All In began using SavvyMoney’s three-click loan application experience, connected through MeridianLink’s API. Completion subsequently averaged 63%, according to a SavvyMoney-published case study. Those figures describe one institution’s experience, rather than a controlled experiment. Still, they offer a useful place to begin understanding this company: sometimes the expensive problem is a form.
The application ate the opportunity
SavvyMoney supplies the credit-score tools that appear inside participating banks’ and credit unions’ digital banking services. Consumers can inspect their reports, receive monitoring alerts, explore score simulations, and learn what affects their credit. Institutions get analytics and marketing tools that help turn that attention into lending and deposit relationships.
“We were seeing good engagement with digital offers but low application submission rates.”
Todd Peeples · All In Credit Union
The All In story matters because the first part was already working. People noticed the offers. The bank changed what happened afterward: it replaced a long application with a shorter experience. The reported improvement gives a practical answer to a familiar product question. Before buying more traffic, examine the task you ask interested people to complete.
A number in the right neighborhood
Credit scores are available in plenty of places. SavvyMoney’s proposition depends on location. Put the score inside the account people already use, alongside the institution that might finance their next car or consolidate an expensive balance. A financial question and a possible response can occupy the same screen.
That is a different distribution strategy from a consumer destination such as Credit Karma, which offers free credit information and earns commissions on qualifying product referrals. SavvyMoney sells technology to institutions. Array competes in this embedded market too. The distinction is about who distributes the experience, who buys the software, and whose relationship the interaction strengthens.
The business once had a different address in the consumer’s life. Its predecessor, DebtGoal, helped people organize debt and plan repayments. A 2010 announcement named Scott Crawford as its CEO and described a $2 million Series A. By December 2011, Finovate was reporting the SavvyMoney relaunch and financial journalist Jean Chatzky’s arrival as director of education.
JB Orecchia has led SavvyMoney since 2011. Before that, he spent a decade in partnership marketing at freecreditreport.com. The background fits the eventual business: make credit information accessible, then build distribution through other organizations. By January 2022, SavvyMoney reported 796 financial institution customers and integrations with 34 digital banking platforms.
The bank sees the rest of the wallet
A bank knows the loans on its own books. Understanding what customers owe elsewhere is a different problem. SavvyMoney’s analytics help institutions examine external borrowing, credit trends, and wallet share, then select audiences for offers. The consumer dashboard is also an entry point into a more informed marketing operation. That makes the credit report useful in two directions: it helps a person understand their position and helps the institution recognize a potential borrowing need.
U.S. Eagle Federal Credit Union offers a concrete example. Its company-published case study describes moving from estimated scores and broad segments toward member-level insights, including external loans. The credit union reported $22 million in SavvyMoney-influenced loans during 2025 and an average 23% click-to-application rate. “Influenced” deserves attention: the figure describes campaign attribution, not proof that every dollar was incremental.
The commercial arrangement has two audiences. Consumers generally receive the credit tools free through participating institutions. Institutions contract for the platform because they want engagement, better targeting, and growth. Public product listings direct buyers to sales rather than a standard price card. A credit union evaluating the expense therefore needs its own contract economics and conversion measurements.
Buying the next screen
In May 2025, SavvyMoney announced its acquisition of CreditSnap, adding loan, deposit, and account-onboarding capabilities. The announcement emphasized working alongside existing origination and account-opening systems. Strategically, this extends the company’s responsibility beyond displaying an attractive possibility toward helping a customer complete it.
Capital followed the expansion. After announcing a $45 million growth investment in January 2022, SavvyMoney announced a $225 million minority investment on October 27, 2025. PSG and Canapi Ventures co-led the latter, with Spectrum Equity investing again. The stated uses were product development and go-to-market investment. SavvyMoney reported more than 1,500 institutional partners then; 2026 materials put the count above 1,600.
The dashboard is acquiring other jobs. A January 2026 Allstate Identity Protection partnership added access to identity restoration help. In May, SavvyMoney announced a Home Value & Equity pilot, showing eligible homeowners estimated property value, mortgage balance, and available equity. Both additions follow the same logic: give an existing financial screen another useful reason to be opened.
Three clicks still need a good offer
Convenience has limits. A score simulator produces an educational estimate, not a promised outcome. A displayed score may differ from the model a lender uses. Pre-qualification leaves further checks ahead. And easier applications cannot rescue unsuitable terms, weak demand, or an institution unwilling to act on its analytics.
The transferable lesson is pleasantly concrete. Put information where people already make decisions. Offer a relevant next step. Measure the handoff, including the people who abandon it. SavvyMoney’s most instructive detail may be those missing All In applicants: customers interested enough to start, waiting for someone to make finishing easier.