Holy Rosary Credit Union has been named a first-place winner in the sixth annual Finopotamus Tekkie Awards, earning top honors in the "People Helping People" category. The award recognizes the credit union's innovative approach to financial inclusion, utilizing DeepTarget's data-driven personalization technology to deliver relevant financial education and resources directly to underserved communities across digital banking channels.
The Finopotamus Tekkie Awards celebrate innovation and technology excellence across the credit union movement. The People Helping People category honors initiatives that drive measurable improvements in the lives of members and local communities. In the spirit of the movement's collaborative, people-first ethos, judges awarded a shared first-place designation to this year's exceptional cohort of nominees, spotlighting Holy Rosary's leadership in bringing impactful, mission-aligned financial support to the digital front lines.
Headquartered in Kansas City, Missouri, the $45 million Holy Rosary Credit Union was founded on a distinct mandate: serve communities routinely overlooked by mainstream banking. Today, the institution has been recognized by the U.S. Treasury as one of the top 25 financial institutions nationwide serving low-income populations. Holy Rosary breaks down systemic barriers for underserved and immigrant populations by pairing targeted community partnerships with tailored financial products — proving that a community-scale institution can deliver elite, high-touch support where it is needed most.
"For communities historically overlooked by mainstream financial institutions, having access to the right resources at the right moment can alter an entire financial trajectory," said Marquita Joshua, President & CEO of Holy Rosary Credit Union. "We are honored by this Tekkie Award because it reflects our core purpose: people helping people. Technology should amplify empathy, and with DeepTarget, we can offer personalized, practical next steps directly to the members who need them most."
That commitment to empathy is embedded directly into Holy Rosary's digital experience. Utilizing DeepTarget's AI-powered personalization engine, the credit union transforms account data and user behavior into accessible personalized recommendations inside online and mobile banking. Rather than deploying digital channels merely for aggressive cross-selling or blanket promotions, Holy Rosary uses intelligent targeting to surface actionable financial literacy tools, affordable lending alternatives, and essential community resources tailored to each member's unique circumstances.
"Holy Rosary Credit Union exemplifies the true essence of community banking by proving that cutting-edge technology and human-centric empathy are not mutually exclusive," said Preetha Pulusani, CEO of DeepTarget. "Our platform is designed to transform complex member data into timely, intelligent engagement. What Holy Rosary has accomplished demonstrates how an agile institution can leverage personalization not just to drive account growth, but to connect the right financial lifelines to people who need them most."
To learn more about how community financial institutions are scaling member relationships with AI-powered personalization, visit DeepTarget or www.deetarget.com.
