John Demmler
The two-minute test.
7 17 Credit Union President and CEO John Demmler says digital account opening must combine speed and convenience with stronger automation, security and a seamless path into the broader member relationship.
1. At $2.2 billion in assets, what does a successful digital account-opening strategy actually need to accomplish for 7 17 — faster growth, lower operating costs, more deposits, higher conversion, or something else?
John Demmler: Success means delivering a seamless, fully digital experience that allows members to open an account in two minutes or less. Today’s consumers expect the same convenience from their credit union that they receive from banks and fintechs. Beyond speed, a modern strategy must automate onboarding, real-time decisioning, and back-office processes to create efficiency for both members and employees while driving growth, deposits, and deeper relationships.
That back-office experience is just as important. A truly modern strategy at this point means efficiency both for the member and the credit union staff. What happens after the initial membership opening experience is an important conversation, too.
2. Where do you still see the most friction in your account-opening process today, and how do you decide which parts should be automated versus handled by employees?
John Demmler: The biggest challenge is balancing convenience with security. We want the account-opening experience to feel effortless while maintaining strong fraud controls. Our philosophy is to automate processes that add speed and efficiency, while preserving human involvement where judgment, fraud review, or personal member engagement adds meaningful value. We’ve streamlined the initial application greatly, but we have work to do on the back-end efficiency once we receive the applications and on streamlining the process for the member to land in digital banking after their membership is opened.
Humans still bring value in terms of judgement with suspected fraud, and connecting with new members on a human level. We find, and we see in the industry literature, that people want streamlined digital experiences, but when they have an issue or a complex need, they want human interaction. Even Millennials and Gen Z members.
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3. How important is real-time decisioning to competing for a member when they’re comparing your credit union with a bank or fintech that can approve and fund an account in minutes?
John Demmler: Real-time decisioning is no longer a competitive advantage, it’s an expectation. Members want immediate confirmation that they’ve successfully opened an account and the ability to begin using their relationship right away. Institutions that can combine speed, convenience, and risk management are best positioned to meet today’s consumer expectations.
4. As you grow, how much flexibility do you need to tailor account opening for different members and products without creating a different process for every case?
John Demmler: Flexibility is essential because members have different needs, products, and financial goals. The key is maintaining a simple, consistent experience on the front end while leveraging technology behind the scenes to tailor the process appropriately. Members shouldn’t have to navigate complexity to access the products and services that fit their situation.
5. What metrics would convince you that a new digital account-opening platform is actually improving the business?
John Demmler: Ideally, we want to look at the entire member journey, including application completion rates, funded accounts, deposit growth, product adoption, and member engagement over time. Just as important are operational metrics such as processing efficiency and reduced manual work. Ultimately, success is measured by our ability to make it easier for members to do business with us while strengthening long-term relationships.
John Demmler has been President and CEO of the $2.2 billion-asset 7 17 Credit Union in Warren, Ohio, since 2023. Demmler, an Ohio native, began his career in the financial service industry 25 years ago. Before leading 7 17, he was the Chief Lending Officer and Senior Vice President of Corporate Strategy at A+ Federal Credit Union in Austin, Texas.
