Raleigh, NC – May, 2026 – General Electric Credit Union (GECU) has selected BusinessNext as its CRM, taking a deliberate step toward the kind of enterprise-wide member engagement their caliber demands. Serving nearly 250,000 members across Greater Cincinnati and the Tri-State region, GECU has spent more than 70 years building its reputation around one mission: Improving the Quality of Financial Lives. This partnership is about making sure their technology can match the ambition behind that mission.
GECU’s evaluation was focused and specific. They weren’t looking for a sales tool or a campaign platform. They needed a system that could connect marketing, member service, and relationship management into a single operational layer, one that could handle the complexity of a large, growing institution without creating new risks or requiring heavy engineering to maintain. Their frontline desire is to have friction-free workflows and a true wholistic view of each member, so they are not distracted with task execution and deeply understanding their members relationship; they want an empowered staff able focus on identifying opportunities to better serve members’ financial needs across their lifecycle. BusinessNext’s end-to-end capabilities, deep configurability, and understanding of financial institution operating models checked those boxes, and a platform built to flex around how teams actually work, rather than the other way around, sealed the fit.
Beyond the platform itself, it was the approach throughout the engagement that reinforced the decision. Organized, collaborative, and focused on outcomes from the first conversation through contract, GECU came away noting that the BusinessNext team made them feel heard, with a genuine willingness to align around their specific goals rather than push a standard deployment.
“Our responsibility is to make it easier for members to do business with us and for our team members to work for us. This partnership helps us organize our data and processes in a way that allows our teams to be more efficient, personal, and consistent in how we serve,” said Nick McEvoy, Chief Delivery Officer, General Electric Credit Union.
Once live, GECU will have a true 360-degree view of each member across every touchpoint, giving frontline and centralized teams the shared context needed to act quickly and consistently. The platform will support a shift from broad, reactive outreach to lifecycle-based engagement, interactions that are timely, relevant, and grounded in each member’s actual financial journey. The result is a more thoughtful, responsive, and human member experience, supported by data but delivered with genuine care.
“GECU came into this with a level of strategic clarity that you don’t always see. They weren’t chasing technology for its own sake. They wanted a platform that could connect data, people, and processes into something their teams could actually use to serve members better. That kind of intentionality makes all the difference, and we’re proud to be a partner in their continued growth,” said Andrew Piron, President of BusinessNext, Americas.
For GECU, the partnership is as much about organizational clarity as it is about member experience. It reinforces their commitment to modernizing their digital and engagement capabilities while staying true to their member-owned mission. With a unified platform in place, their teams will be better equipped to anticipate member needs, coordinate across departments, and deliver the kind of service that makes every interaction count, turning routine touchpoints into lasting trust.
For more information about General Electric Credit Union (GECU), please visit: https://www.gecreditunion.org/
About BusinessNext
BusinessNext, recently named a Leader in the 2025 Forrester Wave™: CRM Software For Financial Services, empowers financial institutions to deliver personalized experiences by uniting fragmented data into a comprehensive 360-degree view. Our purpose-built platform combines AI-driven insights with intuitive workflows to help banks and credit unions eliminate silos, automate processes, and equip frontline staff with actionable intelligence. Trusted by over one million bankers worldwide and featuring pre-built integrations with major banking core providers, BusinessNext accelerates digital transformation for forward-thinking financial institutions.
For more information on BusinessNext or to schedule a demo, please visit: https://info.crmnext.com/schedule-a-demo-businessnext-crm-for-credit-unions-banks
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