Infusion Marketing Group, QwickRate and IntelliCredit Combine to Form OptimaFI

New organization integrates marketing, credit risk, and liquidity management expertise to help community financial institutions connect strategy with financial performance-

Three industry-leading firms with a legacy of serving community financial institutions for nearly four decades have combined to form OptimaFI, currently serving more than 2,500 clients. OptimaFI leverages a dynamic combination of data sets to bring clients affordable, quick to market solutions supported by expert advice across marketing, credit risk, and liquidity management functions. The combination brings together Infusion Marketing Group with two companies it acquired in 2025, QwickRate and IntelliCredit, under a unified brand with a mission to help community banks and credit unions make more informed decisions about growth, risk, and profitability.

OptimaFI addresses a critical challenge facing community financial institutions: leadership teams generate more data than ever, yet growth strategies, credit decisions, and balance sheet management functions remain largely disconnected. By integrating data, insight and execution across these key functions, OptimaFI helps executives take actions that drive sustainable profitability growth.

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The organization serves institutions across three core areas: growth strategy and relationship expansion; credit risk oversight and portfolio management; and balance sheet strategy, including funding, liquidity, and financial analytics. OptimaFI combines proprietary data assets, analytical tools, advisory services, and implementation support to deliver actionable insights with impacts that are measurable, material and attributable.

“Community financial institutions have access to varying degrees of data and analytics, yet many critical decisions are still made without sufficient context,” said Tim Keith, CEO of OptimaFI. “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.”

The three founding organizations bring decades of specialized experience to OptimaFI. Infusion Marketing Group has helped community financial institutions develop growth strategies and marketing programs since 2007, generating more than $27 billion in new deposit and loan account balances. QwickRate provides credit risk analytics and portfolio management tools dating back to 1986, with more than $250 billion in non-brokered deposit funding enabled in the last 20 years. IntelliCredit delivers credit risk management and portfolio services, having helped hundreds of institutions with these critical functions.

Existing client relationships and service delivery models remain unchanged. Clients will continue working with the same teams and contacts, with uninterrupted access to current services and solutions.

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“Our clients value continuity, credibility, and results,” Keith added. “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.”

OptimaFI will introduce the new organization at Bank Director’s Acquire or Be Acquired Conference, February 1–3, in Phoenix. On Sunday, CEO Tim Keith will participate in a session: “Leveraging Data for Growth”. David Ruffin, President of Credit Risk Solutions at OptimaFI, will co-host a breakout session on Tuesday: “Strengthening Credit Resilience: Processes, Contingencies and Culture”. Conference attendees are invited to meet OptimaFI’s leadership team and experts at their booth.

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