Three companies serving community financial institutions have combined to form OptimaFI, a new organization that brings together marketing, credit risk, and balance sheet strategy capabilities under one brand. The company said it currently serves more than 2,500 clients and will continue operating with existing client teams and service models unchanged.
OptimaFI unifies Infusion Marketing Group with QwickRate and IntelliCredit, two businesses Infusion acquired in 2025. The organization said it is designed to help community banks and credit unions connect growth strategy, credit decisions, and liquidity management—functions it argues often operate in silos despite institutions having access to more data than ever.
The company said it integrates proprietary datasets, analytics, advisory services, and implementation support to deliver insights that are measurable and attributable. OptimaFI’s offerings span three areas: growth strategy and relationship expansion; credit risk oversight and portfolio management; and balance sheet strategy, including funding, liquidity, and financial analytics.
Tim Keith, CEO of OptimaFI, said the combined organization aims to give leadership teams clearer visibility into how decisions across departments interact—such as how marketing investments can affect deposit costs, how portfolio concentrations can influence liquidity needs, and how pricing strategies can impact both growth and margins. He added that the goal is to make these connections without adding complexity for clients.
OptimaFI highlighted the legacy of its founding organizations. Infusion Marketing Group said it has supported community financial institutions with growth strategies and marketing programs since 2007, generating more than $27 billion in new deposit and loan account balances. QwickRate, founded in 1986, provides credit risk analytics and portfolio management tools and said it has enabled more than $250 billion in non-brokered deposit funding over the past 20 years. IntelliCredit provides credit risk management and portfolio services and said it has helped hundreds of institutions in these areas.
The company said it will formally introduce the OptimaFI brand at Bank Director’s Acquire or Be Acquired Conference, scheduled for February 1–3 in Phoenix. Keith is slated to participate in a session focused on leveraging data for growth, and David Ruffin, President of Credit Risk Solutions at OptimaFI, is expected to co-host a breakout session on strengthening credit resilience.
OptimaFI said it partners with banks and credit unions to improve profitability, strengthen customer relationships, and identify growth opportunities through data-driven benchmarking. The company also said it uses peer-to-peer normative datasets, offers a pay-for-results marketing program tied to booked accounts, and maintains annual audits and data security standards intended to protect sensitive financial information.
KEY QUOTES:
“Community financial institutions have access to varying degrees of data and analytics, yet many critical decisions are still made without sufficient context. We formed OptimaFI to help executives see the full picture of how marketing investment affects deposit costs, how portfolio concentrations impact liquidity needs, and how pricing strategies influence both growth and margins. Our clients can now access integrated expertise that was previously available only through multiple vendors or internal teams working in isolation.”
“Our clients value continuity, credibility, and results. OptimaFI strengthens our ability to deliver meaningful outcomes while preserving the relationships and workflows our clients depend on. This isn’t about creating complexity—it’s about making connections that drive better decisions.”
Tim Keith, CEO of OptimaFI
