Pasadena Service Federal Credit Union (PSFCU) was a not-for-profit financial organization, with over $140.6MM in assets. Founded in 1938, it serviced the world-class city of Pasadena and surrounding areas, to over 11,000 members. In 2024 it merged with Pasadena Federal Credit Union, combining their memberships and resources.
Pasadena Service Federal Credit Union (PSFCU) has always prioritized delivering personalized support and meaningful engagement to its members. But with the onset of the COVID-19 pandemic, member behavior changed rapidly—resulting in a sharp rise in call volumes and increased reliance on digital channels for everyday banking needs.
This surge in member interactions placed a growing strain on PSFCU’s support staff, who found themselves spending significant time answering basic questions rather than providing personalized, high-touch assistance. Rather than hiring more staff, PSFCU set out to find a cost-effective, scalable solution that could handle routine inquiries, reduce operational burden, and preserve the human connection where it mattered most.
“With the emergence of COVID – 19, we did not want to lose the personalized support we provide our members. We needed a technology that can free up the staff for personal assistance and also ensure lower costs of operations. This is where we pivoted, from ‘how can we help our members?’, to ‘Have them help themselves.”
“Due to the pandemic, our member support staff spent significant time answering basic questions and could not spend time with members providing individual assistance. We didn’t want to just increase our number of staff. So, we were exploring a solution that would help us resolve member support bottlenecks, manage the increasing call volumes and enable us to enhance the overall member experience.”
Pasadena Service Federal Credit Union (PSFCU) set out to find an AI solution that could improve operational efficiency, deliver consistent 24/7 member support, and give members quick, easy access to accurate information across channels. After seeking referrals from peer credit unions, conducting hands-on evaluations, and reviewing multiple vendor roadmaps, PSFCU selected interface.ai as their voice and chat AI partner.
“With AI, we wanted to improve our self-service offering so members would be able to find answers to basic questions easily. This would free up the staff bandwidth to provide members with personal assistance when needed.”
interface.ai stood out for its turnkey capabilities, omnichannel deployment, domain expertise, and proven success with other credit unions. The platform’s out-of-the-box functionality and ability to scale across the call center and digital channels gave PSFCU confidence in its long-term value and impact.
“We evaluated various vendors, and none had greater accuracy of responses than interface.ai. The experience that interface.ai was offering was also far superior to the other AI platforms. Their robust offerings will help us focus on what we do best—servicing our members.”
By partnering with interface.ai, PSFCU is poised to deliver a truly modern, always-available member service experience. Members can now get immediate answers to routine inquiries at any time, freeing up staff to focus on complex, high-touch needs. The result is a smarter, more scalable service model that improves member satisfaction while creating operational and cost efficiencies.
After the launch of the solution, members interacting with PSFCU’s AI Agents – whether on the website, mobile app, or via phone – will instantly receive accurate responses to their questions. This allows PSFCU to provide full 24×7 support, ensure support teams have the bandwidth to focus on more complex issues, and drive overall operational efficiency.
Through this partnership, PSFCU is transforming its approach to service – from digital-first to AI-first – enabling highly personalized and instantaneous engagement across every channel.
“Our members will be able to use interface.ai’s IVA to instantly get answers to their queries. This will be a huge competitive advantage for us as we ensure 24/7 support and enhance the member experience.”
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