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Merger of two established credit unions relaunches with new brand on HubSpot Content Enterprise

This story features a custom website re-platform onto Content Hub Enterprise

Content-Hub-25

 

OVERVIEW Launching a new brand for improved member engagement

Peak Credit Union is a premier financial institution formed through the strategic merger of TwinStar Credit Union and Northwest Community Credit Union. As a unified entity, Peak Credit Union serves a massive member base across the Pacific Northwest, dedicated to providing a high-fidelity digital banking experience. Their mission was to consolidate two legacy identities into one authoritative, member-centric brand that prioritizes accessibility, transparency, and modern financial agility.

CHALLENGE Merging Legacies and Technical Debt

Following the merger, Peak Credit Union faced the formidable task of retiring two distinct web properties—twinstarcu.com and nwcu.com—while launching a unified digital presence under peakcu.org. The primary technical and operational hurdles included:

  • Platform Fragmentation: Managing disparate content and product structures across two legacy CMS environments.
  • Brand Complexity: Establishing new brand guidelines with multiple team collaborations and sophisticated branding elements to implement. 
  • Data Latency: Relying on static rate and fee boxes that required manual, error-prone updates across hundreds of pages.
  • Launch Risk: The high-stakes requirement to execute a seamless cutover including complex SEO 301 redirects, DNS reconnections, and multi-blog migrations (4+ legacy blogs) without disrupting member services.

MULTI-PHASE SOLUTION High-Performance Implementation & Scalable Architecture

Serving as a strategic partner, Instrumental executed a multi-phase re-platforming to HubSpot Content Hub, shifting from creative design to deep-tier technical implementation:

  • Dynamic Brand Engineering: Developed a custom responsive grid and "confetti" animation system for the homepage, featuring Minimal Motion rules and accessibility toggles for high-contrast users.
  • Centralized Data (HubDB): Architected a scalable HubDB model to replace static content. This allows for centralized management of rates, fees, and disclosures, enabling global site updates via a single data entry point.
  • Enterprise Search & Knowledge Base: Developed an advanced, multi-indexed search experience that integrates HubSpot Knowledge Base results with site content, featuring a custom "See All Results" overlay and branch-specific indexing.
  • Technical Migration & SEO:
    • Redirect Mapping: Managed complex 301 logic from TwinStar and NWCU domains to PeakCU.org.
    • Blog Consolidation: Unified disparate legacy blogs into a single, high-performance branded architecture.
  • Operational Enablement: Conducted deep-dive Template Training sessions to equip the internal Peak team with a reusable framework of modules and global theme settings, ensuring long-term self-sufficiency.
14 %
INCREASE IN WEB TRAFFIC
15 %
INCREASE IN NEW CONTACTS

RESULTS Operational Maturity and Immediate Impact

The partnership moved beyond "Go-Live" into a state of continuous, high-value optimization:

  • Successful Brand Relaunch: The new unified site successfully launched in September 2025, effectively retiring legacy technical debt and establishing a single source of truth.
  • Reduced Manual Friction: The shift to HubDB-driven content allows the marketing team to update critical financial rates in minutes rather than days.
  • Enhanced UX Performance: Post-launch optimizations delivered a live promo-bar system, mobile usability refinements, and a high-accuracy site search that reduced member friction.
  • Agile Governance: Through the implementation of a Monthly Flex Support model, Instrumental maintained site health and Q1 2026 performance updates, ensuring the platform remains at peak efficiency.

Meaningful Metrics

Beyond recapturing maintenance overhead and opportunity costs through increased usability, we also drove meaningful business impact. 

Comparing the combined average daily visits from both sites over the previous 5 months, we monitored post-launch to gauge the impact. 

Comparison

  • The latter period averaged about 2,180 more visits per day
  • That’s an increase of roughly 14.4% vs. the earlier period

Quick takeaway

Average daily traffic volume was meaningfully higher from Sep 2025 through Apr 2026 than it was performing historically.

Bottom Line Results

When evaluating how many new leads were driven, we also assessed the session-to-contact rate for the same period.

  • Apr 8, 2025–Sep 1, 2025: 0.0046%
  • Sep 1, 2025–Apr 7, 2026: 0.0053%

Comparison

  • The later period was higher by 0.0007 percentage points
  • That’s about a 15.0% increase in average session-to-contact conversion rate

Although semingly decimile in number, that's an increase of potential new members by 15%! Driving more traffic and converting more leads is what a website redesign should accomplish.

IMPACT A Scalable Foundation for Future Growth

By prioritizing Operational Scalability and Technical Precision, Instrumental transformed Peak Credit Union’s digital presence from a fragmented, maintenance-intensive overhead into a sophisticated growth engine. The project transitioned seamlessly from a complex build to an ongoing Optimization and Growth phase, demonstrating that the right technical foundation enables scalability that drives meaningful growth.

Today, the Peak Credit Union team operates with total confidence, utilizing a secure, high-speed HubSpot ecosystem that is not only on-brand but built to evolve alongside the institution's growing member base.

 
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