What Is B2H?


What Is B2H?

B2H, which stands for Business-to-Human, is a term used to describe the approach of credit unions in engaging directly with their members on a personal and human level. Unlike the traditional B2B (Business-to-Business) or B2C (Business-to-Consumer) models, B2H focuses on building strong relationships and emotional connections with members.

In a B2H model, businesses understand that behind every transaction, there is a human being with unique needs, preferences, and emotions. By recognizing and catering to these individual characteristics, businesses can create a more personalized and meaningful member experience.


15 Benefits of B2H

1. Enhanced Member Engagement

B2H strategies create more personalized and engaging interactions, making members feel valued and connected to the credit union.

2. Increased Member Loyalty

Building a human connection fosters trust and loyalty among members, encouraging them to remain with the credit union for their financial needs.

3. Improved Member Satisfaction

A more personalized and empathetic approach results in higher member satisfaction, as members feel understood and supported.

4. Effective Problem Resolution

B2H encourages open communication, making it easier to address and resolve member issues promptly and efficiently. There is nothing more frustrating than encountering a one-size-fits-all solution that exacerbates a unique problem, ultimately failing to provide a resolution.

5. Higher Cross-Selling Success

Understanding members' individual needs allows for targeted cross-selling of relevant products and services, leading to increased revenue for your credit union.

6. Positive Brand Image

A human-centric approach contributes to a positive brand image, demonstrating your credit union's commitment to its members and the community.

7. Increased Member Retention

By focusing on the human element, your credit union can reduce churn and retain members over the long term.

8. Efficient Digital Transformation

Integrating technology with a human touch ensures a seamless digital experience for members while maintaining the personalized service they value.

9. Community Support and Recognition

Actively participating in the community and supporting local initiatives builds a positive reputation, attracting new members and reinforcing the credit union's role as a community partner.

10. Data-Driven Decision Making

Gathering feedback and insights through personalized interactions allows credit unions to make data-driven decisions that align with member preferences and needs.

11. Competitive Advantage

B2H sets the credit union apart from competitors, as members appreciate the personalized, humanized experience that goes beyond transactional relationships.

12. Adaptability to Member Preferences

The flexibility of a B2H approach allows your credit unions to adapt to evolving member preferences and market trends, staying relevant in the financial services industry.

13. Employee Satisfaction

A focus on human connections extends to internal practices, creating a positive work environment that contributes to employee satisfaction and retention.

14. Brand Advocacy

Satisfied and engaged members are more likely to become advocates, recommending your credit union to friends and family, thus contributing to organic growth and lowering member acquisition costs. 

15. Long-Term Member Relationships

B2H fosters the development of long-term, meaningful relationships with members, positioning the credit union as a trusted financial partner.


B2H Strategies

Implementing Business-to-Human (B2H) strategies is crucial for a credit union as it transforms the financial transactional experience into a personalized, human-centric journey. In an era dominated by digital interactions, B2H ensures that members feel understood, valued, and connected on a deeper level.

Personalized Communication

Tailor your communications to individual members based on their preferences, history, and needs. Use member data to send targeted messages that address their specific financial goals or concerns.

Humanized Member Service

Train your staff to engage with members in a friendly, empathetic, and understanding manner. Encourage open communication and active listening to better understand members' unique situations.

Utilize Technology with a Human Touch

Integrate technology for efficiency, but ensure there's a human touch in the member experience. Use chatbots and virtual assistants to handle routine inquiries, but have a seamless transition to human agents for complex issues.

Member-Centric Innovation

Involve members in the development of new products and services. Gather feedback to understand their needs and preferences. Implement digital tools that enhance the member experience, such as mobile apps with user-friendly interfaces.

Community Engagement

Actively participate in and contribute to the local community. This not only strengthens your brand but also builds a more human connection with your members. Sponsor local events or charities and involve your staff in community service.

Educational Initiatives

Provide educational resources to help members make informed financial decisions. Conduct workshops, webinars, or provide online content that simplifies complex financial concepts.

Feedback Mechanisms

Implement systems to gather feedback from members about their experiences. Use the feedback to make improvements and show members that their opinions are valued.

Transparency and Trust

Be transparent about your credit union's policies, fees, and decision-making processes. Build trust by demonstrating integrity and consistency in your interactions with members.


B2H Technology Opportunities

It is crucial to understand the role of technology in implementing B2H strategies for your credit union's operations. While B2H emphasizes human connections, it doesn't mean reverting back to manual processing. Instead, it is about utilizing technology in a way that enhances the personalized and human-centric experience for your members. Here are some way to implement your B2H strategies through technology. 

Customized Card Services

Use what you know about the members to create groups, or "Buyer Personas." You can group your members on criteria like average daily spending, ATM transactions per month, size of card transactions, etc. Then create sales approaches or set card limits based on these traits. Members with lots of daily charges that tend to overdraft more often than the average member may need a daily transaction limit instituted on their card.

This can help by giving you control over the members that need to be closely managed, but may liberate the stable member to spend freely. 

Automated Decisioning

To embrace a B2H approach in a credit union through automated lending, integrate advanced underwriting algorithms for efficient credit assessment. Develop a user-friendly interface offering personalized loan experiences. Prioritize transparent communication, provide educational resources, and incorporate human touchpoints for personalized assistance. This strategic blend of automation and human elements enhances member satisfaction and financial well-being.

Open API

Integrating a core processing software with open APIs presents a transformative opportunity for your credit union to adopt a robust B2H focus. By leveraging member data from core systems, your credit union can offer personalized experiences, tailoring product recommendations based on individual behaviors. Seamless integration with third-party services through APIs creates a comprehensive financial ecosystem within the your platform, enhancing member convenience. 


Download the Card Persona White Paper


Preston Packer

Written By: Preston Packer

Executive Vice President | CMO at FLEX Credit Union Technology
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