Credit unions are entering a time where connection is critical, developing relationships with their communities, staff, other financial institutions, but most importantly—their members. In the current state of the financial industry, connecting with consumers is no longer optional; it’s essential to long-term relevance and growth.
While data and performance metrics provide essential guidance for strategy, numbers don’t always tell the whole story. A statistic may say, “75% of consumers are unhappy with the customer service they receive from their financial institution.” That figure may raise eyebrows, but it leaves many questions unanswered. Who was surveyed and where are they located? Do these statistics reflect the opinions of online-only consumers as well as consumers visiting branches? Understanding the mindset of today’s financial consumer is complex. Expectations are shifting rapidly across generations, geographies and genders; and preferences vary between digital and in-person interactions. What was true even five years ago may no longer apply.
For decades, La Macchia Group has performed strategic market analyses, dedicated to helping financial institutions uncover critical data about their consumers, data that provides a strategy for everything from branch placement to experience design and technology integration.
Where does this data come from?
To bring real-world context to our insights, we conduct an annual nationwide survey of banking consumers. This year's State of the Financial Consumer report captures the human side of the story: how people bank, what they expect from their financial institutions, and how those expectations are shifting across generations and channels.
What you’ll find inside:
A snapshot of evolving banking behaviors
How are people banking today, and how does that compare to last year? Are preferences shifting more toward mobile and online, or is there still strong loyalty to in-branch services? Our data highlights generational and geographic differences in channel use and sheds light on trends that may shape your investment strategy.
What customers value most
It’s no longer enough to offer a competitive rate. Consumers are placing a premium on convenience, personalization, and above all—trust. Our research shows where financial institutions are delivering, and where there’s room for improvement.
Gaps between expectations and experiences
Even high-performing institutions have blind spots. The report identifies key areas where consumer expectations are not being met and how these disconnects can lead to attrition or lost engagement. Understanding these gaps gives you a roadmap for improving satisfaction and retention.
Actionable insights to guide your strategic planning
Knowledge is only powerful when applied. That’s why this report goes beyond data and provides context-driven recommendations. From aligning your digital tools with real-world usage patterns to fine-tuning your branch experience, you’ll find tangible takeaways you can start implementing today.
We often talk about serving the community, but truly understanding the financial consumer is what enables us to do it well. The 2025 State of the Financial Consumer report isn’t just a snapshot in time; it’s a strategic tool designed to help credit unions continue evolving with their members, not behind them.
Ready to take a deeper look into the mind of your members?
Download the full report now and start planning your next move with confidence.
