A Limited Footprint, A Big Opportunity

With only five physical branches, Pioneer needed a better way to serve members who couldn’t easily walk in. Their call center, staffed by three people, was fielding high volumes of repetitive inquiries, tying up time and resources.

“We had a lot of calls. It wasn’t efficient,” said Trevor Hyre, CEO of Pioneer Appalachia. “We had three folks in the call center taking calls about the most minor things—helping members reset passwords, resolve login issues, and handle routine account questions.”

That desire to streamline service without compromising quality led them to Posh.

Introducing Penny, Pioneer’s Voice and Digital Assistant

Pioneer partnered with Posh to implement both Voice and Digital Assistants, which they named Penny. Penny now serves as a 24/7 front line for inquiries saving time for staff and providing immediate answers to members.

“Posh has helped us reduce our costs,” said Hyre. “Before we had Posh, we had a three-person call center team that answered every call and question. Now, because we know the questions that Posh can answer, we have a one-person call center.”

The results are compelling:

• 45,000+ calls handled YTD
  
• 60% containment rate
  
• Over 27,000 calls deflected from the contact center
  
• Only 5% of chats marked as 'unsure'
• Reduction in call center staff from 3 -> 1

Penny ensures that the majority of calls going to the call center are those that require human attention, letting Pioneer’s team focus on higher-value interactions.

It Just Works: Service Without the Wait

For Pioneer, the value of AI isn’t just operational, it’s emotional.

“The majority of members like that it just works,” said Jacob Losh, Marketing and Business Development Officer. “They don’t have to wait on hold. They get answers quickly. It’s shockingly personal for an automated system.”

That balance between efficiency and empathy is critical for Pioneer.

“Our mission is all about people, people helping people,” Losh added. “That personal feeling is so important to us, and our members have seen it. They get the answers they need, and that’s what matters.”

From Cost Savings to Curiosity

In addition to deflecting calls and reducing costs, Penny has become a helpful entry point for members to ask about Pioneer’s products. 

“We’ve seen members using chat to ask thoughtful questions and better understand what we offer,” said Losh. “That kind of engagement shows how technology can support a more informed member experience."

Exploring What’s Next: Empowering Staff Through Innovation

Encouraged by Penny’s performance, Pioneer is exploring additional ways to improve efficiency—especially internally.

“We’ve started taking a closer look at tools like Knowledge Assistant to support our staff,” said Losh. “If we can help employees quickly access the answers they need without relying on calls or emails, that’s a win for our entire operation.

Pioneer has also explored Posh Answers as part of its ongoing commitment to innovation.

“We’re always looking for tools that improve the member experience and empower our staff,” Losh added. “Innovation isn’t just something we talk about—it’s a mindset that drives how we grow, adapt, and serve. That’s what sets us apart.”

Advice for Financial Institutions

Pioneer knows that many institutions hesitate when it comes to AI and automation. But for them, the leap was worth it.

“If you're truly committed to improving service, cutting operational costs, and giving your team more breathing room, Posh is a smart move,” said Losh. “It might feel like a leap at first, but Posh makes the transition simple. They understand the credit union space, and their team is incredibly responsive and helpful.”

“You can absolutely bring AI into your day-to-day operations without losing the personal touch,” he added. “If you're serious about evolving your service model, take the step. You’ll improve your member experience and streamline your operations at the same time.”

With Penny on the front lines, Pioneer is delivering fast, personal service at scale, while creating room to grow. To learn more about how another small credit union is using AI to stay ahead, explore Somerville's Client Story.