BloomCU is now MetriFi: A new chapter in truth-driven growth

By Derik Krauss

After a decade of building credit union websites under the BloomCU name, I want to share an important evolution in our journey—and what it means for you.

BloomCU has always been about design. We set out to build beautiful websites, and we succeeded. Our work has won many Diamond Awards and other industry accolades, and we’ve had the privilege of partnering with financial institutions across the country.

But several years ago, we realized something was missing:

We didn’t know if the websites we designed were actually converting visits into loans and deposits.

Sure, they looked great and they won awards, but were they increasing conversions? Were they helping people open more loans and accounts? Were they helping our clients grow? The honest answer was, “We don’t know.”

That was deeply unsettling.

So, we started to seek the truth about what actually moves the needle. We asked, “What really works?” That led to us to run a lot of usability tests. Then, eventually, we found our way to analytics and the crown jewel of conversion research: A/B testing. That’s where we started to see real impact.

Now, years later, we’ve run over 100 A/B tests for financial institutions that have generated ~$201M in new loans and deposits.

Why we’re rebranding to MetriFi

We love what we’ve accomplished as BloomCU and the work we’ve done with you under that name. But now, our pursuit of truth—knowing what works and why—is what is leading us to rebrand from BloomCU to MetriFi.

MetriFi is built on the question, “How should things be?” Here’s how we’re helping financial institutions today:

• We help you measure website conversion rates with clear conversion funnels.
• We assign dollars to conversion funnels because your website needs to do more than increase conversions—it needs to increase your profitability.
• We benchmark your funnels with other FIs so you can see where to improve.
• We help you run A/B tests that increase loans and deposits through your website.

In short: Your website is your most important marketing asset, and MetriFi is here to help you know the truth about your website and how to make it measurably better.

We’re still the same team you’ve worked with and we still care about creating beautiful designs. But this new brand reflects our commitment to moving beyond opinions, beyond vanity metrics, and toward a higher standard: results you can measure.

Thank you for being part of this journey with us. We’re excited to keep designing with you—now, with the clarity to help you grow.

Derik Krauss
Co-Founder of MetriFi