Voices of Gen Z
Attracting and Engaging Younger Members
Less than 20% of Americans under the age of 40 use a credit union and the average credit union member is in their mid-50's. The aging credit union member has been a challenge in the industry for decades. Filene understands this issue and has the insights and resources you need to successfully attract, engage and retain the next generation of credit union members.
Why it matters
Millennials and Gen Z are crucial for the future of credit unions. However, at the current moment, these generations aren’t finding the financial institutions they need and credit unions are struggling to find ways to attract new, younger members. Credit unions need to get on the financial radar of Millennials and Gen Zers and create deep, lasting relationships with them.
Despite the current disconnect, there is overlap in the needs and beliefs of these generations and how credit unions conduct business, and credit unions should prioritize:
- Understanding the shared and individual experiences that have shaped these generations’ financial realities and goal
- Creating or modifying products and services to meet those needs
- Meeting Millennials and Gen Zers where they’re at, in terms of how credit unions show up and how members interact with them
RELATED CONTENT
Research in this topic
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Report #644 | | MembersSpeed of Change: Credit Union Online Communication Strategies in the Age of Social Media
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Katie Brown
*10-Minute Read: The strategies shared in this brief include actionable guidance to help credit unions understand the value of prioritizing social media, the best ways to navigate social media trends, and turnkey ways to connect authentically with younger audiences, ultimately leveraging social media as a key tool for growth. -
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Report #643 | | MembersAttracting and Engaging Younger Members Innovation Financial Well-being Benchmarking and Key Performance IndicatorsDriving Financial Wellness through Gamification: A Pathway for Credit Unions
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Simon Blanchard
*20-Minute Read: This brief lays out the basic mechanics and psychology behind gamification, giving examples of solutions that have positively influenced financial behaviors. Driving towards increasing financial wellness and member engagement, the brief also discusses potential pathways for credit unions to leverage gamification. -
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Report #640 | | MembersDecoding Generational Dynamics
This four-part series explores how shifting demographics and generational patterns are transforming the needs and expectations of your members and colleagues.
More opportunities
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Webinar |Member Pulse: Smarter Segmentation for Stronger Member Messaging
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Anthony Volpe
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Mitch Rutledge
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Caroline Vahrenkamp
Join us for this exciting session where we will explore the Member Pulse segmentation tool and how it can help credit unions to truly understand what their members care about most, enabling more relevant, personalized messaging and offers. -
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Webinar |How Fintechs Make Gamification Work—And What CUs Can Learn
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Pedro Moura
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Simon Blanchard
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Jessica Gamache
*Filene Member-Only Session: If your credit union is looking to boost member engagement, encourage better financial habits and partner on emerging technology, join us for this impactful session on gamification in action. -
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Blog |Thinking Forward: Remind Them Who You Are
What is a credit union? You might know, but do your members? As credit unions grow, it is integral they not lose their value proposition. Inside, we offer credit unions four ideas on how to remind members and communities exactly what their value proposition is. -
Blog |Inside the 2025 Inner Circle Symposium: The Top 10 Takeaways
Nearly 100 credit union leaders joined us last week in Fort Worth for our 2025 Inner Circle Symposium. We were so energized and excited about the experience that we've compiled a list of 10 powerful takeaways for you to get inspired and share with your team.
