May 5, 2026
How Koin Credit Union Turned Anonymous Car Shoppers into Identified Borrowers
Koin Credit Union
Koin Credit Union, located in Brentwood, TN, with $36.2 million in assets and 2,111 members, helps its community achieve financial goals while looking out for one another.
Since joining GrooveCar Direct, a credit union-branded car shopping platform, Koin has transformed how they capture auto loan opportunities and engage members.
Headquarters: Brentwood, TN | Assets: $36.2 Million | Members: 2,111 | GrooveCar Direct Partner Since: 2023
Snapshot
- Partner: Koin Credit Union
- Program: GrooveCar Direct
- Feature: Forced Registration
- Primary Outcome: 1,900%+ increase in member account creation
- Lending Impact: 50%+ of new registrants became auto loan borrowers
The Challenge: Invisible Auto Loan Demand
Members shop for vehicles every day, but most credit unions do not see that activity in real time.
Without a structured way to consistently identify shoppers, important signals can be missed:
- Who is actively shopping
- When they entered the market
- Which members are closest to a financing decision
This creates a timing gap. By the time a loan application arrives, the most influential part of the engagement opportunity has often already passed.
GrooveCar Direct provides a controlled, credit union-branded environment designed to engage members early and keep financing conversations within the credit union ecosystem.
Within that experience, identity capture is configurable based on how a credit union structures the member journey, including different registration approaches. As a result, the point at which a shopper becomes identifiable depends on the chosen configuration, which impacts how quickly in-market activity can be acted on.
The Cost of Not Knowing: Limited Early Visibility Into Member Intent
Without consistent visibility into active shoppers, Koin Credit Union had fewer opportunities to engage members early in the car buying journey.
By the time a loan application was submitted, the window to influence financing decisions had often narrowed.
This reduced opportunities to:
- Engage members at the moment of intent
- Introduce competitive financing earlier in the process
- Present GAP, warranty, and protection products at peak relevance
- Guide members through the car buying process
The outcome was not a lack of engagement, but a limitation in how early that engagement could begin shaping the lending decision.
The Opportunity: Turning Engagement Into Identified Demand
Koin Credit Union was already successfully using GrooveCar Direct to deliver a seamless, credit union-branded car shopping experience.
The opportunity was to increase the percentage of engaged shoppers who could be identified in real time, enabling faster outreach and deeper member-level insight.
By enhancing identity capture within an already high-performing platform, Koin could shift from general engagement activity to actionable, member-specific visibility.
The Shift: Activating Forced Registration
In November 2025, Koin Credit Union activated Forced Registration on their GrooveCar Direct site.
Previously, registration was prompted at select points in the journey, such as saving a vehicle. This meant some users engaged with the platform before creating an account.
With Forced Registration enabled, every user is required to create an account before accessing key features, including:
- Browsing vehicle listings
- Saving favorites
- Viewing CARFAX® reports
- Accessing used vehicle valuations
This ensured that engagement inside the platform was consistently tied to identifiable member accounts.
The Impact: Visibility Turned Into Loan Growth
The results were immediate and measurable.
Increase in Member Account Creation
of New Registrants Became Borrowers
Over a comparable four-month period, Koin Credit Union saw:
- 1,900%+ increase in member account creation
- A significantly larger pool of identifiable, in-market shoppers
- Real-time visibility into member shopping behavior
- Faster engagement through real-time lead alerts
- More than 50% of registered shoppers became auto loan borrowers
As members browse vehicles, Koin receives real-time lead alerts showing active engagement within the platform.
This enables the credit union to engage earlier in the decision-making process, guide financing conversations, and convert intent into auto loan activity.
Erik Villalta, VP of Operations, shared, “Turning on Forced Registration a month ago was a game changer. More than half of the people who created car shopping accounts had taken out loans since.”
Four months later, Koin continues to see consistent auto loan production and stronger member engagement.
How GrooveCar Direct Drives Loan Growth
GrooveCar Direct provides credit unions with their own white-labeled car shopping platform that connects member shopping behavior directly to lending outcomes.
- Member Access: Browse over 4 million vehicles from 15,000+ dealers, access CARFAX® reports and used car valuations, and apply directly with your credit union.
- Proactive Engagement: Real-time lead alerts let your team connect with shoppers immediately.
- Cross-Sell Opportunities: Promote refinancing, GAP, extended warranties, and other financial products to increase loan volume and member value.
- Optional AutoPilot Marketing: AutoPilot manages custom-branded email campaigns, driving traffic to your site while saving staff time.
- Dealer Partnerships: Preferred Dealer Network strengthens relationships with local dealers for direct lending opportunities.
- Easy Implementation: Quick setup and dedicated support ensure your credit union can capture more loans without extra effort.
Your Green Light to Funding More Auto Loans
Frequently Asked Questions
What is GrooveCar Direct?
A credit union-branded car shopping platform that allows members to shop for vehicles, apply for financing, and remain within your credit union’s products.
How does Forced Registration help?
Users must register for an account to access the site. This makes every shopper identifiable from the start, enabling timely engagement and higher conversion into loans.
Can I promote other products?
Yes. Cross-sell refinancing, GAP, extended warranties, and other financial products to active shoppers to increase loan volume and member value.
How long does setup take?
Implementation is fast, with dedicated support to ensure your team can capture loans quickly.
Take the Wheel Like Koin Credit Union
See how GrooveCar Direct can help your credit union identify shoppers, capture more loans, and grow your auto portfolio.
Request a quick walkthrough today and stay ahead in the car buying journey.