Research leads to “a-ha moments” for better serving credit union members

Last month, I had the honor of presenting our What Matters Now™ research program findings to several hundred of the brightest credit union marketing minds in the movement at the CUNA Marketing and Business Development Council Conference.

What Matters Now is part of an annual insights program to learn from middle-income Americans and credit union members. Our goal is to continue learning from them, then partner with credit unions to serve their needs and help them build financial security. When you look at how they define success, family is more important than having a lot of money but they still experience angst when it comes to finances. In fact, 62% of middle-income Americans worry daily about financial stability.

It was a privilege to interact with so many attendees dedicated to serving their members. There was a lot of energy and enthusiasm around the idea of learning from members to think differently about how we can design an experience focused on their needs and preferences.

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