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
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Report #659 | | MembersFinfluencer Campaign Playbook
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Katie Brown
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Jason Shapiro
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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. -
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Report #658 |2025 FiLab Results: Finfluencer
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Bella Scott
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Jessica Gamache
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Katie Brown
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Jason Shapiro
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Kimberly Lear
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. -
McKaye Black
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Report #652 | | MembersThe 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. -
Report #650 | | MembersSIMPLE Payments: Six Consumer Payment Trends Credit Unions Must Embrace
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More opportunities
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Webinar |Personalization That Pays Off: How Credit Union CMOs Are Turning Smarter Segmentation into Deeper Relationships and Higher Balances
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Stephen Arnold
Your members aren't all the same. Stop marketing like they are. Leading credit union CMOs reveal how they're using Member Pulse to drive smarter segmentation and personalized member engagement. The session delivers real-world strategies, no theory, just proven tactics that strengthen relationships, grow balances, and improve cross-sell performance. -
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Blog |Attracting and Engaging Younger Members Strategy and Planning Benchmarking and Key Performance IndicatorsWebinar: Can an Influencer Strategy Help You Reach Gen Z? Short Answer: Yes. Tune in to Find out How.
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Jessica Gamache
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McKaye Black
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Madeline Mason
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Laine Carrillo
Review webinar materials from "Can an Influencer Strategy Help You Reach Gen Z," hosted March 26th, 2026. -
Jessica Gamache
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Blog |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. -
Member Exclusive Webinar |
Can an Influencer Strategy Help You Reach Gen Z? Short Answer: Yes. Tune in to Find out How.
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Laine Carrillo
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Madeline Mason
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Jessica Gamache
Join us for this Filene member exclusive webinar to learn how Gen Z responds to Finfluencer strategies, hear real results from credit unions that tested them, and get a ready-to-use-toolkit to start reaching younger members now. -
