Is Your Credit Union's Brand Speaking to the Next Generation?

Many credit unions are facing a critical challenge—their most loyal members are aging, while younger generations aren’t engaging at the same level.

We recently worked with a Georgia-Based Credit Union to analyze their member demographics and engagement data, leading to a clear conclusion: a brand refresh was needed.

What we learned:

1. Member Demographics: A significant portion of deposits came from non-Gen Z, presenting a concentration and attrition risk as these members approach retirement.
2. Generational Engagement Gap: Gen Z members held a fraction of total deposits, suggesting they weren’t making the credit union their primary financial institution but were perhaps using the institution for one-off products (ex. car loans).
3. Digital Disconnect: While email open rates were strong, engagement and action rates were low—highlighting a need for more targeted demographic approach.

The Strategic Response:

By leveraging these insights, we recommended a brand update and website refresh that speaks to Gen Z and generally younger demographics while maintaining trust with existing members.

The focus? A modernized digital presence and relevant messaging that aligns with shifting financial behaviors.

Data matters. Understanding member demographics, preferences, and engagement patterns is key to ensuring long-term growth and relevance.

Is your credit union seeing similar challenges? If you're noticing a disconnect between your current brand and your future members, let's talk.