Meridian is turning Conquest’s AI planner into the front door for member advice. That can lift engagement and product depth, if integration and incentives land. On October 21, 2025 Meridian unveiled OnYourWay, a planning experience that embeds Conquest and Personetics inside mobile and branch workflows, not a sidecar app. The move leans on Meridian’s size as Ontario’s largest credit union and Canada’s second largest, a base that gives distribution and immediate data exhaust to train the looped experience.
Wire Up The Funnel
The bet is simple. Put planning at the top of every session, then route members to actions, products, or a human. Conquest’s engine suggests next best moves using a client’s stated goals and data, while Personetics nudges day to day.
Meridian supplies the reach, with C$26.8 billion on balance sheet as of September 30, 2024, and a province wide footprint. That scale turns advice journeys into cross sell inventory and retention fuel. Meridian lists those fast facts.
Executive framing signals the priority. In announcing OnYourWay, Wade Stayzer said, “Banking with us is about more than transactions.” That positions AI as an experience play, not a headcount cut. Conquest brings momentum and money to ship features members will touch. It raised US$80 million in June 2025, led by Goldman Sachs Alternatives, which funds more self directed and advisor tools. That capital and board oversight reduce vendor risk and improve roadmap credibility.
Mind The Guardrails
Execution will decide value capture. Data plumbing must unify goals, holdings, and external accounts so the planner’s to do list stays live and actionable. Front line incentives must reward completed plan tasks, not only product closes, otherwise nudges will stall. Suitability and advice documentation must travel with every recommendation so audit trails match regulator expectations across channels. Meridian controls these switches through CRM integration choices, compensation design, and branch leadership follow through.
The team also framed human oversight as non-negotiable. Matthew Seagrim said, “On Your Way reflects our advice approach,” meeting people where they are with digital tools and coaching. That commits Meridian to a hybrid model where automation surfaces opportunities and advisors close confidence gaps.
Adoption Risks vs. Built-in Advantages
What would change the outlook. First, weak adoption by advisors or members would turn the planner into shelfware and kill the data loop. Second, poor personalization would erode trust if nudges feel salesy or off base. Third, delays integrating payments, lending, and investments would break the action chain between insight and fulfilment.
The counterweight is Meridian’s member scale, 380,000 and growing as of October 2025, and Conquest’s enterprise track record across Canadian wealth channels. Those assets give this rollout the ingredients to shift behaviour at scale, if the controls, incentives, and enforcement stay tight.
