First Financial of Maryland Federal Credit Union is implementing CU Direct's Lending 360 account and loan origination system. It provides credit unions with a single platform that automates loan application processing activity across all consumer lending channels.

"Through our [request for proposal] process, we reviewed four major industry providers, with our primary objectives being to provide members with a more simplified, convenient, and streamlined lending experience,” said Dan Kriebel, chief lending officer of First Financial. “Other key factors considered in the RFP selection were workflow efficiency, compliance, cost, reporting capabilities, ease of installation/execution and cultural compatibility.”

The LOS is designed to give credit unions the ability to drive more loans and account openings faster and generate efficiency, while improving the member experience throughout the loan application and approval process.

"A great lending experience starts with ease of use. Lending 360 greatly simplifies the process for credit unions and their members," said Brit Barker, vice president of sales at CU Direct.  “We're excited to be working with First Financial of Maryland, helping them gain a competitive edge and grow their loan portfolios by leveraging our platform's capabilities."

First Financial has 63,724 members and $1.1 billion in assets. More than 135 credit unions have licensed the Lending 360 platform from CU Direct.