How Feefo Helps 1st Class Credit Union Build Trust

Overview

1st Class Credit, a member-first financial cooperative, found that their old feedback channels (Google Reviews, SurveyMonkey) were unverified and lacked the depth needed for actionable insights.

They implemented the Feefo verified reviews platform to ensure only real members could leave authentic feedback and to power successful surveys with deeper analytics. This strategic change drove significant results, including:

This change drove significant changes, including:

• A successful annual survey with 52% completion rate
• Operational Improvements: Launching a savings calculator, budget planner, exploring risk-based lending, and redesigning their app/website.
• Trust & Morale: Strengthening member loyalty, boosting staff morale through individual recognition, and using verified reviews for marketing credibility.

1st Class Credit Union: A Commitment to Member-First Values

1st Class Credit Union is a member-first financial cooperative rooted in community values and ethical lending. For decades, they’ve prioritised transparency, trust, and support for their members—many of whom have been with them since the 1990s. But as their member base grew and expectations evolved, so did the need for a more sophisticated way to gather and act on feedback.

Their existing tools—Google Reviews and SurveyMonkey—offered limited insight and little control so in 2021 they moved to Feefo.

Four years on, they’ve transformed how they listen, learn, and lead through the power of verified customer insights.

The challenge – Disparate platforms, scattered understanding.

The team at 1st Class Credit Union knew they needed more than just star ratings and generic feedback. They wanted to understand their members’ experiences in detail, respond meaningfully, and use insights to shape their services. But their existing platforms couldn’t deliver that.

Google Reviews allowed anyone to leave feedback, which diluted trust. SurveyMonkey offered basic survey functionality, but lacked the analytics and segmentation needed to make sense of the responses. Feedback was scattered across channels, making it hard to see the full picture or take action quickly. Most importantly, the tools didn’t reflect the credit union’s values—personal, ethical, and member-led.

The solution – A single solution for surveys and feedback.

Feefo offered a way forward. As a verified reviews and insights platform, it aligned perfectly with the credit union’s mission to keep members at the heart of everything they do. With Feefo, only real customers could leave reviews, ensuring authenticity. The platform also allowed for tailored surveys, deeper analytics, and a more personal approach to feedback – helped by their regular conversations with their account manager.

The credit union began using Feefo to collect reviews after key member interactions—such as joining, applying for a loan, or making a withdrawal. These quick touchpoints provided a steady stream of valuable, welcome feedback. But it was the annual member survey, powered by Feefo, that truly transformed their approach.

In 2025, they launched their most successful survey to date. With 844 responses and a 52% completion rate from opened emails, the survey offered a rich view into member sentiment, financial wellbeing, and service satisfaction. The Member Services team played a key role in driving engagement, promoting the survey through email, phone calls, and text messages.

Results – Product improvements, connection & recognition.

The insights gathered through Feefo led to meaningful change across the organisation:

• Operational Improvements: Based on feedback, the credit union introduced a savings calculator and budget planner, helping members manage their finances more effectively. They also began exploring risk-based lending to offer fairer rates to financially stable members. Feedback about outdated digital tools prompted a redesign of their app and website.
• Emotional Connection: Members expressed deep trust and appreciation. Many described the credit union as a lifeline, praising the staff’s empathy and the organisation’s commitment to their wellbeing. One member shared how an out-of-policy withdrawal saved their dog’s life—an example of the human impact behind the numbers.
• Staff Recognition: Reviews frequently mention individual staff members by name, boosting morale and reinforcing a culture of care. Positive feedback is shared internally to celebrate wins and externally to build reputation.
• Marketing Impact: The credit union use Feefo reviews across social media channels and display them on an in-office TV screen. This not only showcases member satisfaction but also reinforces their credibility to prospective members.

“The more you engage with the platform and act on insights, the quicker you'll see more meaningful improvements—and the better your reviews and brand reputation will be.”
Hayley Forrester, Senior Loan Officer, 1st Class Credit Union

Summary

For 1st Class Credit Union, Feefo has become more than a reviews platform—it’s a strategic tool for listening, learning, and leading. By turning feedback into action, they have strengthened relationships, improved services, and built a reputation rooted in trust.

Verified reviews and intelligent surveys can drive real change. It’s not just about collecting feedback—it’s about using it to create better experiences, stronger communities, and more ethical businesses.

Looking for a reviews platform that aligns with your values?
Feefo empowers brands to listen better, act faster, and grow stronger. Speak to us today to discover how Feefo can help you build a reputation rooted in trust.