ADVIA CREDIT UNION
Services we provide:
- Discovery
- Digital Strategy
- Content Analysis
- Custom Integrations
- UX/UI Design
- Website Development
- Hosting
- Support
About Advia Credit Union
Advia Credit Union has a mission to provide financial advantages to its members by providing advice, advocating for members, and offering advantages other financial institutions don’t. This is accomplished through innovative financial solutions and a new, scalable website. For this new site, Advia sought to proactively provide the quickest and easiest digital solution for members to get the best user experience. Advia is not like other financial institutions; this is illustrated in Advia’s commitment to serving the ever-changing financial needs of its members. One of its core values is to drive progress by engaging in a spirit of innovation and developing new digital service tools for its members. This led to an innovative website redesign to give members easy access to information digitally.
The Challenge
The old website was not intuitive, and the overall digital experience lacked. The lending areas of the old site for both mortgages and auto loans were not producing results. With increased in mobile traffic, the site needed an improved mobile user experience. A major challenge facing Advia’s business team was the organization and content hierarchy of the old site. The content was repetitive and text-heavy, and members were confused about where to find the information they sought. Other obstacles included Advia’s team being unable to easily update the content and structure of the pages on the old website.
Goals for the New Site:
- Improved navigation layout
- Measurable enhancements
- Increase time spent on the website
- Meets brand standards with redesign
- Increase overall visitors engagement
- Increase content management efficiency
Advia wanted to create a “one-stop” resource center to educate members on digital banking—including forms, links, documents, and video tutorials. Two goals for the new Advia Credit Union website were simplifying content and allowing self-service for members. Advia did not want to reinvent the wheel in terms of UI but wanted to deliver a better digital experience to its members and potential new members. The new website provides a clean and clear navigation experience to eliminate clutter and confusion.
The Right Platform
SilverTech reviewed several CMS/DX platforms with Advia. Progress Sitefinity was the chosen platform, giving Advia a fully optimized digital experience. Using the page templates on the Sitefinity platform allows Advia to accomplish the goals for the new site by enhancing the design and layout of the website with ease. The new website improves the user experience with the use of properly placed navigation buttons and call to actions (CTAs) clearly directing users through the content on the page to the sub-pages. Advia’s site has an engaging navigation and advanced filter functionality allowing users to get to the content they are looking for with ease. Additionally, the Advia content team can seamlessly update and create pages within the Sitefinity CMS, keeping the website current and relevant.
RESULTS
SilverTech Promotes Jeff McPherson to President, Advancing the Agency’s Next Phase of Transformation
1/9/26
Bedford, NH — January 9, 2026 — SilverTech, a strategic digital experience firm focused on enterprise growth and transformation, today announced the promotion of Jeff McPherson to President, marking a pivotal milestone in the company’s continued growth and evolution.
McPherson has been a driving force at SilverTech for more than 25 years, playing a central role in building the agency into the 150-person organization it is today. His leadership across sales, marketing, account management, strategic partnerships and agency acquisitions has helped fuel sustained growth, deepen long-standing client relationships, and establish SilverTech as a trusted partner across industries and technology ecosystems.
“Jeff has been fundamental to SilverTech’s success for more than two decades,” said Nick Soggu, CEO of SilverTech. “His ability to grow the business while never losing sight of client success is unmatched. Jeff is focused on working to ensure that every client relationship—regardless of size—receives the focus, care, and support needed to succeed, and that mindset is deeply embedded in who we are today.”
Throughout his tenure, McPherson has held a wide range of leadership roles across sales, strategy, marketing, operations, and client services, helping scale the organization, expand SilverTech’s enterprise footprint, and build enduring client and partner relationships that continue to fuel the business. He is widely recognized for building trust at every level — from executive stakeholders and clients to employees across the organization — and for setting clear direction, aligning teams around shared goals, and guiding the organization through periods of growth and change with transparency and confidence. His leadership strengthened SilverTech’s sales and account management model, elevated its strategic technology partnerships, and aligned marketing, sales, and delivery into a more cohesive and effective growth engine, ensuring teams were equipped, supported, and empowered to deliver meaningful outcomes for clients.
In his new role as President, McPherson will lead SilverTech’s day-to-day operations and execution, enabling the organization to accelerate its evolution from a digital agency to a strategic firm focused on digital transformation and enterprise growth, serving mid-market and enterprise organizations. This next phase will focus on expanding SilverTech’s leadership in AI, data, and strategic consulting, while helping clients modernize their digital ecosystems and drive long-term business value.
“SilverTech has reached an important inflection point,” said McPherson. “We have incredible talent, strong partnerships, and an opportunity to elevate how we support organizations navigating complex transformation. I’m honored to step into this role and excited to help lead SilverTech into its next chapter.”
As part of this transition, McPherson made several decisive leadership moves, assembling a strengthened senior leadership team who will support SilverTech’s next phase of growth and transformation.
Together, this leadership team will work closely to advance SilverTech’s market position and deliver innovative solutions that help clients navigate digital, data, and AI-driven transformation.
McPherson assumes the President role at a defining moment for SilverTech, as the company deepens integration across teams, expands its transformation services, and positions itself as a long-term strategic partner for organizations preparing for what’s next.
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