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Research & Thinking

To accelerate insights and ​transform your organization.

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By Topics in Action

Report #666 | Members
Attracting and Engaging Younger Members Strategy and Planning

The Moment of Change: Benchmarking the Next Generation of Credit Union 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.
Report #664 |
Innovation Financial Well-being Attracting and Engaging Younger Members

2025 FiLab Results: Debbie

One of the six solutions selected for the 2025 FiLab testing phase focused on engaging the next generation of credit union members. To address this growing challenge, FiLab partnered with Debbie to test whether its rewards-based platform could help credit unions attract Gen Z and millennial members, deepen deposit activity, and build lasting financial habits through gamification and cash incentives.

By Questions

Blog |
Attracting and Engaging Younger Members Strategy and Planning Benchmarking and Key Performance Indicators

What Happens When Credit Unions Try Finfluencer Marketing?

166 times more likes per post, 300,000+ total impressions, and an average campaign spend of just $4,300. Filene's FiLab Finfluencer test delivered results that surprised even the most skeptical credit union marketers. Here's what 13 credit unions learned when they put influencer marketing to the ultimate test.
Report #658 |
Innovation Attracting and Engaging Younger Members

2025 FiLab Results: Finfluencer

The next generation of members seek out financial guidance online and the question is whether your credit union will be part of that conversation. Filene's FiLab Finfluencer report reveals how 13 credit unions stepped into that space by testing influencer campaigns, and what they discovered may change the way you think about future member growth entirely.
Report #657 | Members

Engaging the Next Generation: A Strategic Imperative for Credit Unions in the Social Media Era

  • David Smith
  • Samuel Seaman
  • Yury Adamov
Gen Z is anxious about money and seeking answers on social media, often from finfluencers who are entertaining but not always accurate. This report shows how credit unions can fill that gap with credible, authentic content. Based on analysis of 270,000+ posts across credit unions, banks, digital natives, and finfluencers, it reveals what performs best on social media platforms, and how storytelling, humor, and short-form video build engagement and trust with the next generation of members.

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Our Latest Research & Thinking

  • Report #666 | Members
    Attracting and Engaging Younger Members Strategy and Planning

    The Moment of Change: Benchmarking the Next Generation of Credit Union 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.
  • Report #665 |
    Innovation Financial Well-being

    2025 FiLab Results: Silvur

    One of the six solutions selected for the 2025 FiLab testing phase focused on supporting members through one of the most complex transitions they will face, retirement. Silvur, is a white-labeled digital platform that guides members through Social Security, Medicare, and retirement income decisions, to test whether retirement education delivered through the credit union channel could deepen member relationships and support asset retention at a critical life stage.
  • Report #664 |
    Innovation Financial Well-being Attracting and Engaging Younger Members

    2025 FiLab Results: Debbie

    One of the six solutions selected for the 2025 FiLab testing phase focused on engaging the next generation of credit union members. To address this growing challenge, FiLab partnered with Debbie to test whether its rewards-based platform could help credit unions attract Gen Z and millennial members, deepen deposit activity, and build lasting financial habits through gamification and cash incentives.
  • Report #663 | Members
    Innovation Payments

    2025 FiLab Results: Cardfit

    Credit cards remain one of the most powerful tools for deepening member relationships, yet most consumers still turn to big banks when choosing a card. Why? Because credit unions are often invisible in the digital comparison journey. Filene’s latest FiLab Fintech report explores how seven credit unions tested CardFit’s comparison platform to change that dynamic, and what they learned about engagement, targeting, and the hidden barriers standing between interest and approval.