Page 29 - CU Solutions Group Annual Shareholder Report

CUSG MARKETING SOLUTIONS LLC,
2021 YEAR IN REVIEW

Marketing Solutions saw success across all its lines of business in 2021. The
MemberXP SaaS platform designed exclusively for credit unions generated
a revenue growth rate of 20% and exceeded $200K Net MRR, with a total
contract value exceeding $2.5M. Save to Win grew at 17% and the Agency
Services line of business, which includes the White64 agency co-owned with
PenFed, grew at 13%. Love My Credit Union Rewards produced more than
$5.9M gross profit and new partnerships representing millions of dollars in
near-term opportunities for CUSG were negotiated and signed with Comcast,
Spectrum, H&R Block, and others.

Marketing Solutions’ operating expenses came under budget each month
of 2021, through a sustained commitment to operational efficiencies. Four
deserving employees were promoted and the team culture remained strong,
with zero staff attrition. The organizational chart was completely restructured
to enhance scalability, performance, staff satisfaction, and business continuity.
The development of a robust Client Success Management team reduced churn
below 1% and generated substantial expansion revenue by introducing relevant
product upgrades and maximizing the ROI credit unions produce with the
MemberXP platform.

Product development was another key strategic focus in 2021. An agile
methodology was introduced by a dedicated Product Manager, and clients
recognized sustained value as new features and enhancements were delivered
every two weeks; a cadence that will continue throughout 2022. More than
a dozen client interviews produced insights that will continue to align our
development roadmap with the priorities of the people who use our product
every day.

CUSG’s joint investment in Marquis, the well-known marketing automation
platform, generated new cross-sale opportunities for Marketing Solutions.
Additionally, a mutual referral agreement was created as well as a technical
product integration with MemberXP.

As we look ahead in 2022, Marketing Solutions will continue to pursue marketing
services and tools that help credit unions drive brand awareness and differentiation
in the marketplace and strengthen their member engagement and loyalty.
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