Aventa Credit Union Thrives with Website Translation

Aventa Credit Union a growing financial institution serving the Colorado Springs region has supported local businesses and communities with lending solutions for more than 50 years. In recent years, Aventa expanded its footprint across central and southern Colorado through the acquisition of several local credit unions. 

As Aventa grew into additional counties in southern Colorado, they saw a notable increase in membership from Spanish-speaking communities. True to their commitment to serving the heart of their communities, Aventa set out to ensure all members could access the financial resources they rely on in whichever language they preferred. 

Beginning in 2020, Aventa prioritized hiring bilingual Spanish-speaking associates, making sure at least 20% of new hires were bilingual. These team members helped build a call tree dedicated to supporting Spanish-speaking customers. Almost immediately, Aventa saw an influx of calls from grateful members who could finally speak with someone in their native language. New memberships climbed as Aventa became a trusted financial partner within these communities. 

Employees Begin Translating Digital Content

Aventa initially relied on their bilingual employees to translate English website content into Spanish. However, three major challenges surfaced. First, employees’ workloads increased significantly. Second, although several team members spoke Spanish, not all spoke the same regional variant. Aventa knew the origin countries of their growing member base and needed translations that reflected that cultural nuance. These inconsistencies led to uneven messaging that affected the brand and its offerings. Finally, Aventa’s marketing team had only one website manager, making the volume of manual translation work unmanageable. 

“Our team was too busy with their everyday work for us to constantly be putting more on them, and we really needed to be more consistent,” said Tina Mayne, VP of Projects & Integrations. 

In early 2021, Aventa prepared for a major rebrand. It was an ideal opportunity to search for a fully streamlined translation solution that would reduce the strain on internal staff.
After evaluating translation vendors, the Aventa team learned that very few technologies were capable of accurately translating their brand voice, services, and product offerings. 

“We didn’t want our story to be diluted in any way because the translation quality wasn’t up to par of where we were at,” noted Tina. 

Aventa’s CEO, Greg Mills, learned about MarketFully from peers at other credit unions who used the technology for seamless translation. After meeting with MarketFully’s translation specialists, Aventa discovered that the platform provided much more than a simple “toggle-to-translate” feature. It enabled a full in-language experience across all digital touchpoints, including the website. 

The deciding factor was MarketFully’s ability to localize content into specific Spanish variants. Since most of Aventa’s new members spoke Mexican Spanish, the team appreciated that MarketFully could deliver precisely the variant they needed.