The student loan application process has many steps so drop-off rates are high. Citizens Bank, a leader in the private student loan market, relied on a combination of email and direct mail to notify applicants and co-applicants of critical next steps but messages got lost in cluttered inboxes and piles of unopened mail.


In 2014, Citizens Bank turned to Relay Network to more effectively notify applicants when they had important items that required action and steer them through the rest of their loan process.Citizens Bank was quickly approaching lending season, so it needed something that could be in market within days. With Relay, Citizens connected to every applicant at the moment an application was initially credit approved online, and integrated into Citizens’ existing CRM system to trigger secure, personalized messages to applicants at critical moments during the application lifecycle.