Four things we learned from the 2025 Financial Brand Forum Conference

The Financial Brand Forum (FBF) 2025 transformed Las Vegas into the epicenter of financial innovation from April 14-16. 

This event brought together a diverse group of industry leaders, marketers, and fintech entrepreneurs who engaged in collaborative discussions. A few of our InvestiFi team members had the privilege of attending, here is what we learned:

At FBF, the conversation amongst credit unions largely centered on the potential of digital investing to elevate the member experience. This focus wasn't just on the initial touchpoint when members access online banking, but also on the ongoing engagement with the digital solutions offered. Offering members access to digital investment services can help to enhance engagement; CNBC found that nearly half of all investing app users review their investment performance at least once a day.

Any consideration of integrating new services or solutions, particularly those that might come from a fintech partnership, hinges on the ability to bring tangible value to the members swiftly and effortlessly. Achieving this means that fintech partners must consistently prioritize the end user experience in every interaction.

Informed by the awareness of asset outflows that erode deposit levels—most notably to third-party investing apps—these forward-thinking leaders are exploring fresh solutions aimed at captivating the younger investing audience. This shift is driven by the dual goal of stemming the loss of assets and appealing to the preferences and habits of younger members, ensuring that CUs remain relevant and competitive in the digital age.

During discussions with many CU leaders, a prevailing concern has emerged about the potential loss of investors who fall below the minimum fund threshold to meet with a wealth management advisor.

There is a growing recognition that offering a digital investing solution could serve as an effective strategy to engage younger investors.

By doing so, CUs aim to retain these individuals within their ecosystem, rather than pushing them towards third-party platforms to build their portfolios. This approach not only addresses the concerns of losing younger investors but also counteracts the significant pain point of losing deposits to third-party apps.

A revealing study by InvestiFi highlights that a significant number of investors are already using popular third-party apps to manage their investments. This evolving landscape underlines the relevance and urgency of bridging this gap, as CUs strive to adapt to the changing needs of their membership base.

It is essential that fintech partners offer integrations into the CUs' internal systems, allowing for in-depth insights into member engagement with the solutions provided. Fintech partners that can deliver such valuable analytics are positioning themselves not merely as vendors, but as strategic partners, integral to the CU's understanding of their members' needs and behaviors.

The Financial Brand Forum 2025 highlighted several pivotal shifts within the CU sector. Credit unions are:

By doing so, CUs not only aim to maintain competitiveness but also to secure a robust future in an increasingly digital financial landscape.