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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

Voices of Gen Z 

Join Kim Lear, our Fellow for the Next Generation of Member Growth, as she moderates this panel comprised of members of Gen Z, including Nicole Linan, Vivian Xiang, Jonah Weiss, and Arya Zokaei. This discussion will center on exposing credit unions to the aspirations, wants, and needs of Gen Z through the personal stories of the panelists. During the session, panelists will shared their views and the type of financial advice they find the most helpful.

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