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The Next Generation of Member Growth

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Report #666 | Members
Attracting and Engaging Younger Members Strategy and Planning

The Moment of Change: Benchmarking the Next Generation of Credit Union Growth

This benchmarking research provides a data-driven view of how credit unions approach member growth. Based on responses from 105 participants across 92 organizations—primarily larger, growth-oriented institutions—it identifies where momentum is building, where gaps remain, and where future innovation should focus. Findings cover four areas: current strategies and future direction, digital delivery and product innovation, social media, and employee experience as a driver of next-generation growth.
Report #664 |
Innovation Financial Well-being Attracting and Engaging Younger Members

2025 FiLab Results: Debbie

One of the six solutions selected for the 2025 FiLab testing phase focused on engaging the next generation of credit union members. To address this growing challenge, FiLab partnered with Debbie to test whether its rewards-based platform could help credit unions attract Gen Z and millennial members, deepen deposit activity, and build lasting financial habits through gamification and cash incentives.

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big.bright.minds. 2026

New Orleans, LA

Every year, courtesy of our presenting sponsors, Filene brings together credit unions from across the U.S.: CEOs, board members, and the employees designing the future of credit unions. Add in our Filene Fellows and industry thinkers whose work is reshaping the industry, the next generation of leaders through Crashers, and the fintechs building the tools that will define the next decade, and you have the single richest room in the movement.

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Attracting and Engaging Younger Members Strategy and Planning Benchmarking and Key Performance Indicators

What Happens When Credit Unions Try Finfluencer Marketing?

166 times more likes per post, 300,000+ total impressions, and an average campaign spend of just $4,300. Filene's FiLab Finfluencer test delivered results that surprised even the most skeptical credit union marketers. Here's what 13 credit unions learned when they put influencer marketing to the ultimate test.
Report #658 |
Innovation Attracting and Engaging Younger Members

2025 FiLab Results: Finfluencer

The next generation of members seek out financial guidance online and the question is whether your credit union will be part of that conversation. Filene's FiLab Finfluencer report reveals how 13 credit unions stepped into that space by testing influencer campaigns, and what they discovered may change the way you think about future member growth entirely.
Report #657 | Members

Engaging the Next Generation: A Strategic Imperative for Credit Unions in the Social Media Era

  • David Smith
  • Samuel Seaman
  • Yury Adamov
Gen Z is anxious about money and seeking answers on social media, often from finfluencers who are entertaining but not always accurate. This report shows how credit unions can fill that gap with credible, authentic content. Based on analysis of 270,000+ posts across credit unions, banks, digital natives, and finfluencers, it reveals what performs best on social media platforms, and how storytelling, humor, and short-form video build engagement and trust with the next generation of members.

Report #666 | Members
Attracting and Engaging Younger Members Strategy and Planning

The Moment of Change: Benchmarking the Next Generation of Credit Union Growth

This benchmarking research provides a data-driven view of how credit unions approach member growth. Based on responses from 105 participants across 92 organizations—primarily larger, growth-oriented institutions—it identifies where momentum is building, where gaps remain, and where future innovation should focus. Findings cover four areas: current strategies and future direction, digital delivery and product innovation, social media, and employee experience as a driver of next-generation growth.
Report #659 | Members
Attracting and Engaging Younger Members Strategy and Planning

Finfluencer Campaign Playbook

  • Katie Brown
  • Jason Shapiro
  • Addison Davis
Launching a finfluencer campaign no longer requires starting from scratch. This Finfluencer Campaign Playbook provides ready-to-use templates and tools that significantly reduce execution risk, eliminate the guesswork, and provide credit unions with field-tested frameworks developed through cohort collaboration with 13 credit unions.
Report #652 | Members
Attracting and Engaging Younger Members Financial Well-being

The Vice Economy: The Modern Temptations Threatening Gen Z’s Financial Future

Gen Z faces rising financial anxiety despite strong wage growth and low unemployment. Research points to two major contributors: social media–driven overconsumption and the expansion of online gambling. This report examines how credit unions can mitigate these risks by offering tailored education and support to strengthen young members’ financial stability.
Blog |
Attracting and Engaging Younger Members

Introducing the Center for The Next Generation of Member Growth and a Preview of Our Next Research Center

Filene is proud to announce the recent launch of the Center for The Next Generation of Member Growth with Fellow Kim Lear, a highly respected generational sociologist and Founder at Inlay Insights. Read on to get a sneak peek at what research will be coming soon from this new center and the newly announced topic for the next Center of Excellence!
Blog |
Attracting and Engaging Younger Members

Thinking Forward: Making Gen Z the Credit Union Generation: Turning Member Insight into Business Impact

More than half of Americans under the age of 40 have a side hustle. How can credit unions attract younger consumers for whom maintaining a reliable income is a top priority? Dig into the future of credit unions with top-down and bottom-up insights from Filene's groundbreaking Member Voice segmentation model and newest Center of Excellence on the Next Generation of Member Growth.

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