Credit unions hold an estimated $2.23 trillion in consumer assets, according to data from the National Credit Union Administration. And these numbers are only expected to grow over time. Given the member-centric approach taken by many modern credit unions, it’s no surprise that many consumers have flocked to these organizations in lieu of traditional banks.
Credit unions are member-owned, not-for-profit institutions whose primary goal is to serve their members through many of the same services as banks. Because of the personalized nature of their membership, they are uniquely positioned to enhance the financial well-being of the communities they serve.
Here are four simple solutions that credit unions can leverage to better support members’ financial security — and make a personal impact not always possible through traditional banks.
1. Expanding financial product offerings
Credit unions can bolster financial security by diversifying their product offerings to help members address specific needs. This might include providing products such as low-interest loans, emergency savings accounts and tailored retirement funds to increase financial health.
According to America’s Credit Unions, U.S. credit unions provided $25.8 billion in direct financial benefits to their 140.3 million members during the 12 months ending June 2024. This equates to approximately $184 per member or $386 per household. Such savings, achieved through lower loan rates, higher saving rates and fewer fees compared to traditional banks, exemplify the tangible value of membership.
Furthermore, loyal, high-use member households often receive even greater benefits, up to $1,103 in direct financial advantages annually, underscoring the importance of engaging members with credit union products and services.
2. Building financial education programs for credit union members
By offering comprehensive financial education programs, credit unions can ensure their members’ financial literacy. Well-informed members can make smarter decisions about budgeting, saving and investing. Equipping individuals to navigate economic uncertainties helps members build resilience and improve financial decision-making.
Digital advances specifically allow for the integration of technology for more customized financial wellness solutions, especially for younger demographics. Workshops and webinars provide on-demand e-learning resources to give members regular access to financial basics. Credit unions can also harness AI and advanced analytics to personalize offerings, predict member needs and improve overall engagement. Online stress assessment tools, budgeting apps and interactive learning websites are a few initiatives that use technology to foster deeper engagement.
These virtual resources can also be easily tailored to different demographics, be it student loan guidance for young adults or estate planning for retirees. Providing diverse member-specific programs can foster a culture of financial empowerment. The National Credit Union emphasizes this, particularly as financial vulnerability among Americans has risen to 17% in 2023, disproportionately affecting Black, Latinx, and younger populations.
3. Promoting financial wellness through community initiatives
Credit unions are often more committed to community development than traditional banks. Community-focused strategies, especially those in partnership with local organizations, can amplify impact and scale solutions effectively.
Credit unions can collaborate with local organizations such as schools, community centers or other non-profits. These programs not only enhance financial literacy but also foster a sense of belonging. Through community building, credit unions fulfill their missions to provide safe and affordable financial products to those in need.
4. Measuring the impact of credit union financial wellness programs
Credit unions can also track tangible metrics of their success, helping to ensure the success of their organization. Metrics such as member participation rates in workshops and webinars are crucial in refining and improving educational programs. Organizations can also track things like increases in member savings accounts and retention of members in educational initiatives. Regular assessment of these metrics allows credit unions to identify successful strategies and adjust underperforming programs.
Credit unions are uniquely positioned to enhance their members’ financial security, contributing to stronger member trust and loyalty. A member-focused approach both empowers individuals and ensures their sustainability. By expanding product offerings, investing in financial education, leveraging technology and fostering community initiatives, they can drive meaningful change through financial resilience.
Looking for a partner to better support member security? Consider Best Money Moves.
Best Money Moves is an AI-driven, mobile-first financial wellness solution designed to help employees with varying levels of financial knowledge dial down their most top-of-mind financial stresses. As an easy-to-use financial well-being solution, Best Money Moves offers comprehensive support toward any money-related goal, ranging from debt management to purchasing a home. With 1:1 money coaching, budgeting tools and other resources, our AI-driven platform is designed to help bolster employee financial wellbeing.
To learn more about Best Money Moves Financial Wellness Platform, let’s schedule a call. Contact us and we’ll reach out to you soon.