What do you think of when you hear the term “non-member?” It seems pretty simple, right? Individuals without a credit union affiliation. But, would it surprise you to learn that one out of every four people with credit union products doesn’t identify as a credit union member?

On March 31, we released our What Matters Now™: Insights from the Non-Member research, which focused on the lifestyles and attitudes of non-members and beyond.

Here are some key insights from the research to help you better understand, connect with and serve these groups:

1. Credit union membership isn’t black-and-white. Our research identified three distinct sets of consumers that present opportunities for credit unions. Referred to holistically as the opportunity segment, the groups break down as follows:

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