Southern Cross Credit Union (SCCU) is a community-based financial institution in New South Wales, Australia. It offers banking services such as account management, loans, and mobile banking through its app[3]. SCCU focuses on personalized customer service, integrating technology like Vonage to enhance customer engagement[1]. Their target audience is local communities in Northern NSW. The unique selling proposition is personalized service and seamless digital integration, allowing SCCU to compete with larger institutions by providing a customer-centric approach[1].