Webster First Federal Credit Union is a 95-year-old, community-chartered federal credit union with $1.4 billion in assets and 90,000 members across western Massachusetts. Over the past decade, the organization has experienced significant growth—doubling its member base and expanding its offerings—while staying true to its local mission. Today, it’s one of the strongest credit unions in the state.

That growth, however, introduced a new challenge: how to meaningfully connect with a larger, more digitally driven audience in an increasingly uncertain financial landscape. The COVID-19 pandemic intensified that need. With members facing economic stress and information overload, Webster saw an opportunity and a responsibility to support them with guidance they could trust.

To meet the moment, Webster engaged its content marketing function. With a lean but committed team, they partnered with Jasper to scale high-quality, brand-aligned content across channels. The result? Exponential traffic growth, stronger member engagement, and a more agile marketing operation.

The Challenge: Financial pressure meets purpose-driven growth

In recent years economic turbulence has reshaped the financial landscape for institutions and consumers alike. Credit unions like Webster First faced shrinking deposits, rising loan rates, and increasing credit delinquencies—especially in the wake of COVID-19 and its long-tail effects on household finances.

But rather than cut back, Webster First leaned in. The team recognized that during periods of uncertainty, trust and guidance matter to members more than ever. They saw marketing not just as a channel for promotion, but as a platform for education and support.

“We really want to help people,” said Webster First CMO John Cournoyer Jr., “And we really want to support our communities.”

To fulfill that mission, the team prioritized clear, transparent messaging, offering practical financial guidance, empowering sound decision-making, and reassuring members that help was always within reach.

The Solution: A ground-up content transformation

Until recently, Webster First didn’t have a formal content strategy in place. With no blog on the website and no defined workflows, content creation was slow, manual, and difficult to scale. Building one article required days of research, writing, editing, and staging—an unsustainable pace for a small team.

“Before Jasper, writing a blog would probably go something like this: A couple of days to a week for just researching, then a day or two to write, then another day of staging,” said Content Marketing Manager Angela Talbot. “Now I can have an entire blog written in a day.” 

The team evaluated other generative tools—including Google Gemini—but found Jasper's IQ capabilities and integrated workflows better suited to their branding, scaling, compliance, and consistency needs.

With Jasper, the team quickly increased output. They can now publish multiple blogs per week and support a broader range of formats, including savings guides, business banking content, seasonal campaigns, and product promotions. Jasper also helps power email marketing, landing pages, and social media copy, helping the team stay timely and agile.

The platform’s impact extends beyond member-facing content. It’s also used internally to draft policy documents, prepare onboarding materials, and even generate review-ready CEO quotes. 

“Being able to have [our CEO's] voice in Jasper means that we can draft up a quote and send it for review and quickly get his thumbs up,” said Cournoyer Jr..

The result is a content engine that’s fast, consistent, and scalable, allowing the Webster First content team to meet demand without sacrificing quality or brand alignment.

The Results: Measurable impact across channels

Jasper has become a core part of Webster First’s marketing infrastructure, helping the team move faster, execute smarter, and scale content with precision.

Key outcomes include:

• 9x growth in organic traffic, driven by consistent publishing and stronger SEO performance
• Accelerated campaign testing, enabling rapid iteration of subject lines, ad copy, and CTAs
• Improved strategic focus, with less time spent on writing and formatting and more on UX, design, and funnel performance
• Improved paid media performance through accelerated A/B testing of headlines and creative that drove stronger ad efficiency and better conversion quality

These improvements are reflected in measurable gains across daily workflows:

With Jasper, the Webster First team can scale without adding headcount or sacrificing quality.

“Jasper has expedited our output immensely," Talbot noted. "We’re all so busy and juggling so many things. The less time I have to spend finessing content, the more of it I can get out, and at higher quality.”

Staying true-to-brand with Jasper IQ

In financial services, credibility hinges on clear, consistent communication. Every piece of content must reflect a brand’s values to earn the reader’s trust. Webster First relies on Jasper's Brand Voice, part of the proprietary AI context layer Jasper IQ, to maintain that consistency across all channels.

Before Jasper, the team had a clear idea of how they wanted to sound but lacked the tools to apply it at scale. With Brand Voice activated, brand consistency now extends across blog posts, landing pages, social captions, and internal materials.

Jasper also helps the team adjust tone based on audience and format. From friendly and educational in blogs to more structured and authoritative in emails and policy content, they’re able to stay flexible without compromising credibility.

“Jasper threads the needle really well in terms of how we can write and be personal and still be consistent across our blog and social and advertising,” Talbot noted.

Brand Voice ensures that every message—whether it's for a new member, a longtime customer, or a regulatory review—feels like it came from the same trusted institution.

A small team driving big impact

With Jasper embedded into its workflows, Webster First has built a content engine that supports SEO growth, multiplies campaign output, and strengthens member engagement across every channel. The credit union’s marketing team now moves faster, collaborates more effectively, and produces content that reflects both their expertise and their community values.

“Jasper really has become a team member for us,” Cournoyer Jr. said. “It's like another person on our team. It helps us ideate, and it helps us execute.”

In a highly regulated and often rigid industry like financial services, Webster First proves that with the right tools, AI can be a strategic partner, powering scalable and brand-aligned content without compromising credibility or control.