The Denver Business Journal took a look at credit unions and their aspiration to be millennials’ primary financial institutions just weeks before global credit union advocates arrive in Denver for America’s Credit Union Conference and World Credit Union Conference.

“A critical segment of the population for credit unions to reach is, of course, millennials,” Scott Earl, Mountain West Credit Union Association (MWCUA) president/CEO, told the Journal (June 12). “Our research tells us that within two years, they will wield more purchasing power than any other generation.”

Millennials are expected to surpass baby boomers as the largest living generational group in the United States.

“It is vitally important for credit unions to first reach those potential members, and then communicate a relevant message that will make them consider a credit union as their financial institution of choice,” Earl said.

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