It’s taken some time, but Mountain America Credit Union thinks they have finally figured out the Millennial puzzle.

In 2010, with Millennials representing less than 30% of it membership, the $6 billion credit union based in West Jordan, Utah began a more focused strategic push to reach the critical demographic.

Today, Millennials account for 41% of MACU’s 600,000 members. In 2016, Millennials represented half of the credit union’s total member growth. Millennials now also make up about 70% of MACU’s workforce, with 45% of its workforce falling between the ages of 18 to 29.

It’s a constant work in progress says Jeremy Nelson, VP of direct marketing at MACU. He says the credit union’s success with Millennials isn’t the result of one decision or initiative, but rather it came from a series of various strategic moves made throughout the organization over time.

MACU first started by investing in research. But rather than just rely on standard surveys and typical focus groups, the credit union established advisory councils at local high schools. These young ambassadors would meet monthly to discuss banking’s pain points and how they’d like to engage with their financial institution. The credit union would also proactively seek their input on design concepts or a rewards program for Millennials.

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