Ten things members aren’t telling their credit unions

Plus, ten takeaways from these revelations that should inform your credit union’s digital transformation strategy.

Finalytics.ai, an AI platform provider that allows credit unions to deliver digital experiences to members tailored to their unique, individual needs, recently interviewed members one-on-one to understand how they manage their finances and how satisfied they are with their credit unions. The following are ten things we heard that members might never take the time to share with their credit unions:

  1. Members do not come to credit unions for advice. Members often get advice from friends, families or peers. Those who reach out to their institution have already formed specific relationships with an employee. For example, we found a group of Brazilian immigrants that always went to a specific Brazilian-born teller for advice.

Takeaway: Members seek advice from those they believe know enough about them to be trusted.


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