Cast your mind back to not too long ago, when every credit union marketing campaign, research program and member segmentation initiative seemed to be built with the millennial in mind.
A seemingly endless slew of wily youngsters was entering the workforce, and CUs were primed to capitalize on the opportunity … or so we thought.
The reality was that millennials matured when fintech disruption was burgeoning, driving traditional banks to invest heavily in digital services. Some credit unions—certainly the highly capitalized—kept pace, but most of the system is (or at least was) traditionally cautious about innovation. The market demanded convenience, CUs prioritized service, and the flashy apps and digital shopfronts won out.
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