Strategic Impact for Kemba Credit Union
Kemba Credit Union has introduced a major digital transformation in automotive financing with the launch of a new Personalized Shop-by-Payment (SBP) experience, developed in partnership with FlexPath DXP. The initiative represents a significant step forward in how consumers search for and finance vehicles, shifting the focus from traditional price-based shopping to a more intuitive, payment-driven model.
The new platform was officially unveiled at the Cincinnati Auto Show, held from March 26 to 29, 2026, where it gained attention as an innovative approach to vehicle retailing. Now live within Kemba’s Member Auto Center, the SBP experience positions the credit union as the first in the industry to deliver a fully payment-first vehicle shopping journey powered by identity-verified credit prequalification.
At the heart of this innovation is the understanding that most consumers do not think in terms of full vehicle prices when shopping for a car. Instead, they focus on what they can comfortably afford on a monthly basis. Kemba Credit Union is leveraging this insight to create a more personalized and seamless experience for its members.
“Consumers don’t shop for vehicles by price — they shop by payment,” said Dennis Wander, Indirect Lending at Kemba Credit Union. “By partnering with FlexPath DXP, we’re delivering a better experience for our members while strengthening our ability to compete across both financing and leasing.”
The platform is powered by FlexPath DXP’s patent-pending VeriQual™ technology, which plays a critical role in enabling a smooth and secure shopping journey. Through this system, users begin by entering a desired monthly payment amount. They then verify their identity using a mobile number, which allows the platform to instantly match them with qualifying vehicle options.
Once verified, members can immediately browse vehicles across participating dealer inventories, with real-time, credit-based payment estimates tailored to their financial profile. This eliminates much of the uncertainty and friction that typically accompanies traditional vehicle shopping, where customers often need to navigate complex pricing structures before understanding what they can afford.
The result is a streamlined experience where buyers can confidently explore vehicles that fit within their budget from the very beginning of their search. This approach not only enhances user experience but also improves lead quality for lenders and dealerships alike.
“Consumers think in terms of budget, not vehicle price,” said Tarry Shebesta, CEO of FlexPath DXP. “Kemba is bringing identity-verified credit and real payment calculations to the start of the shopping journey.”
One of the standout features of the SBP platform is its ability to incorporate lease options alongside traditional financing. By integrating manufacturer incentives into lease calculations, Kemba Credit Union can present highly competitive lease payments that rival those offered by original equipment manufacturer (OEM) captive finance companies.
This capability is made possible through a combination of dealer inventory integration and a leasing relationship with GrooveCar, a provider that connects financial institutions with automotive dealers. As a result, Kemba can now deliver a comprehensive range of financing and leasing solutions across both new and used vehicles.
For consumers, this means more choices and greater transparency. Instead of navigating multiple platforms or negotiating terms with different lenders, users can view all eligible options in one place, complete with accurate payment breakdowns based on their credit profile.
The platform’s identity verification step is particularly important, as it ensures that users are matched with realistic and credit-qualified offers. This not only enhances the accuracy of the shopping experience but also reduces wasted time for both consumers and dealers. By focusing on qualified leads, dealerships can improve their conversion rates while minimizing the inefficiencies often associated with traditional lead generation methods.
From Kemba’s perspective, the SBP platform represents a strategic move to strengthen its position in the competitive automotive lending space. By offering a more modern and customer-centric experience, the credit union can better engage members and attract new ones who are seeking convenient, digital-first financial services.
The approach also aligns with broader industry trends, as financial institutions and automotive retailers increasingly adopt technology-driven solutions to meet evolving consumer expectations. Digital transformation in auto retail has become essential, particularly as buyers demand faster, more transparent, and more personalized experiences.
Dealerships have also responded positively to the new platform. By connecting directly with highly qualified buyers, they can focus their efforts on customers who are already financially prepared to make a purchase. This reduces the need for extensive follow-up and increases the likelihood of closing deals.
“We’re always looking for ways to connect with more qualified buyers and improve conversion without increasing ad spend,” said Ed Larkin of Rose Automotive Group. “Shop-by-Payment aligns with how customers actually shop today — by monthly budget.”
The collaboration between Kemba Credit Union and FlexPath DXP also highlights the growing importance of partnerships in driving innovation within the financial and automotive sectors. By combining Kemba’s lending expertise with FlexPath’s advanced technology, the two organizations have created a solution that addresses longstanding inefficiencies in the vehicle purchasing process.
Looking ahead, Kemba and FlexPath plan to expand the SBP program by forming additional dealer partnerships and increasing adoption across the broader credit union ecosystem. As more institutions recognize the benefits of payment-based shopping, similar platforms are expected to gain traction throughout the industry.
The long-term goal is to redefine how consumers interact with vehicle financing altogether. Instead of treating financing as a separate step after selecting a vehicle, the SBP model integrates it directly into the shopping experience, making affordability the starting point rather than an afterthought.
This shift has the potential to reshape not only consumer behavior but also the competitive dynamics of the automotive retail and lending industries. Credit unions, in particular, stand to benefit by leveraging their member-focused approach and adapting quickly to new technologies that enhance service delivery.
By pioneering this payment-first model, Kemba Credit Union is positioning itself at the forefront of automotive financing innovation. Its collaboration with FlexPath DXP demonstrates how financial institutions can embrace technology to create more meaningful, efficient, and customer-centric experiences.
As digital transformation continues to accelerate across industries, solutions like the Personalized Shop-by-Payment platform are likely to play a key role in shaping the future of vehicle retail. For consumers, this means a simpler, more transparent way to find and finance their next vehicle — and for lenders and dealers, a more efficient and effective path to connecting with qualified buyers.
About Kemba Credit Union
Kemba Credit Union serves more than 130,000 members with a full range of financial products, including auto lending and leasing.
About FlexPath DXP
FlexPath DXP is a digital experience platform enabling identity-verified credit prequalification and payment-based vehicle shopping through its patent-pending VeriQual™ technology.
Source Link:https://www.businesswire.com/
