As the credit union system continues to evolve, FiLab is advancing innovation by turning emerging ideas into practical experiments and real-world results.
In August 2024, more than 50 credit union leaders and fintech innovators gathered at FiLab’s Annual Symposium to select new tests aligned with the strategic priorities of FiLab sponsors. Out of nearly 100 vetted solution concepts, sponsors selected their top six, focusing on some of the most pressing strategic challenges credit unions are tackling today: strengthening member relationships, improving operational efficiency, driving sustainable growth, and deepening credit unions' impact in their communities.
Those six tests are now in motion. Five are being run in partnership with award-winning fintechs, recognized by NACUSO, Finovate, VentureTech, Money20/20, and others for their potential to transform the financial services industry. The sixth is in collaboration with Filene’s Center of Excellence for the Next Generation of Member Growth.
Public findings from these experiments will be available by the end of 2025, but FiLab sponsors won’t have to wait; they’ll get an early look at the findings this August at our next FiLab Symposium.
Here's a Closer Look At Each of the 2025 FiLab Tests
Growing Membership & Product Adoption
1. CardFit: Attracting New Members with CU Credit Cards - This test explores how credit unions can drive net new membership by leveraging credit card products. CardFit aims to position credit unions to compete more effectively with major card comparison websites like NerdWallet and Bankrate.
- Key Question: How can credit unions use credit cards as a growth engine and stand out on national comparison platforms?
2. Debbie: Engaging Millennial and Gen Z Members Through Rewards - Debbie offers rewards-based incentives to encourage young members to open accounts and build a basic emergency fund within three to six months.
- Key Question: How can credit unions effectively use rewards to attract Millennial and Gen Z members and promote positive financial behaviors like saving for unexpected expenses?
3. FinFluencer: Testing Social Media Strategies - This test focuses on creating targeted social media campaigns to boost Gen Z membership and increase usage of specific credit union products and services.
- Key Question: How can credit unions design social strategies that resonate with Gen Z and drive both membership and product adoption?
Improving Operational Efficiency
4. Casap: Expediting Fraud Dispute Processing Using Automation - Casap helps credit unions reduce fraud dispute processing times through automation while maintaining compliance and improving the member experience.
- Key Question: Can automation streamline fraud disputes while improving member satisfaction and operational efficiency?
Enhancing Member Engagement
5. Silvur: Planning for Retirement - Silvur provides Social Security and Medicare guidance to make retirement planning more accessible. The test will evaluate whether leading with education can increase asset retention, deepen relationships, and grow share of the retirement wallet.
- Key Question: Can retirement-focused education drive greater engagement and improve financial outcomes for both members and credit unions?
Security & Fraud Prevention
6. IDgo: Authenticating Members for Contact Centers - IDgo aims to improve contact center authentication by reducing fraud, saving time, and generating better feedback from both staff and members.
- Key Question: How can credit unions upgrade their authentication processes to deliver faster, safer, and more satisfying member experiences?
Want to Help Shape the Future of Credit Union Innovation?
It’s not too late to get involved. FiLab is wrapping up this year’s tests and actively identifying next year’s testing slate. If you’re interested in helping shape the 2026 Test Menu or learning more about becoming a FiLab sponsor, let us know here.
