Executive Summary - Product Penetration Analytics

Total Members

47,832

Active membership base

Avg Products/Member

3.65

Target: 4.0

Single-Product Members

6,250

Conversion opportunity

Penetration Metrics

173,850

Total Products

Median Products

30.4%

Wallet Share

41,582

Multi-Product (3+)

Wallet Share Opportunity — 3.65 products per member — target is 4.0

HELOC Cross-Sell Opportunity — 32,400 checking members without HELOC

Highest Penetration: Savings Account — 97.8% of members hold this product

Product	Current Penetration	Members Without	Revenue Potential
HELOC	5.9%	32,400	$48,600,000
Personal Loan	7.9%	31,400	$25,120,000
IRA/Retirement	13.0%	29,000	$8,700,000

Launch Credit Card Cross-Sell Campaign

Target 13,700 checking members without credit cards.

Expected Impact: $7,535,000 annual revenue at 100% conversion

Single-Product Member Conversion

Convert 6,250 single-product members to multi-product relationships.

Expected Impact: Increase avg products/member and improve retention

Gen Z Segment Engagement

This segment averages only 1.8 products — lowest among all segments.

Expected Impact: Increase wallet share in underperforming segment