Research & Thinking

Gen Z’s financial ecosystems evolve from account opening to experimentation to consolidation. This report uncovers how young consumers build financial relationships, where they place trust, and how credit unions can position themselves for long-term relevance and growth.

This benchmarking research provides a data-driven view of how credit unions approach member growth. Based on responses from 105 participants across 92 organizations—primarily larger, growth-oriented institutions—it identifies where momentum is building, where gaps remain, and where future innovation should focus. Findings cover four areas: current strategies and future direction, digital delivery and product innovation, social media, and employee experience as a driver of next-generation growth.