Appli’s (Sandy, UT) AI-powered financial calculators are driving increased loan conversions and search traffic at First Source Federal Credit Union (New York), showcasing the fintech’s ability to deliver personalized, transparent, and high-converting digital lending experiences.
Sandy, Utah - June 4, 2025
First Source Federal Credit Union, a $1 billion-asset institution in central New York, reports a notable rise in member engagement and digital loan applications following the integration of Appli's AI-driven financial calculators. This strategic implementation underscores both organizations' commitment to personalized and transparent financial experiences.
“We’re observing conversions in every monthly report, which is remarkable for a tool often considered supplementary,” said Katie Ullman, VP of Marketing & Community at First Source. “Visitors are landing on our site via calculator-related search terms, and they’re not just exploring—they’re applying.”
As previously highlighted by TechBuzz News, Appli, a Sandy, Utah-based SaaS startup founded by fintech veteran Tim Pranger, co-founder of POPi/o, introduced a dual AI-powered loan calculator in October 2024. This innovative tool combines a confidence model with a Large Language Model (LLM) to provide users with real-time feedback on loan eligibility and the reasoning behind it, thereby enhancing borrower confidence and transparency.
First Source, one of Appli’s early beta partners, customized the calculators to align with its holistic lending approach, evaluating applicants beyond just credit scores. “We adapted our backend logic to fit their underwriting culture—but that’s where Appli excels,” said Pranger. “We aim to build tools that resonate with real banking experiences.”
The calculators have also driven increased search-driven site traffic, opening new acquisition channels. First Source’s marketing team collaborated closely with Appli and its digital agency to ensure seamless website integration and optimize discoverability.
Ullman described the tool as “more of an onboarding experience than a calculator,” highlighting its ability to guide members through scenario-based loan planning effectively. “We’re seeing individuals specifically searching for ‘mortgage calculator’ or ‘home equity calculator’—and when they find ours, they engage.”
Looking ahead, First Source plans to expand the deployment of Appli tools across additional lending verticals.
For more information about Appli’s smart calculators, visit www.hiappli.com.