Factors Contributing to Credit Union Asset Growth, 1979–2016

Read how MSUFCU used Member Pulse segmentation to tailor marketing around what members actually need at different points in the decision process. The results show that more relevant messaging can lead to stronger engagement and product usage, giving credit union marketers a more useful starting point than a one-size-fits-all campaign.

Your members don’t all use their checking accounts the same way—so why should every transaction account look the same? New insights from Filene’s Member Pulse cohort, representing more than 3.5 million credit union members, reveal meaningful differences in how members spend, save and move their money. Understanding what your members value can help you make smarter product decisions, prioritize the right features and create more relevant member experiences.

Three June announcements from major payments consortia signal that tokenized money has entered a new phase. For credit unions, the question is shifting from whether stablecoins and tokenized deposits will reshape payments to who will influence the standards, economics, and infrastructure that emerge.

Credit union leaders know growth matters, but many growth strategies stall when leadership teams avoid the tradeoffs underneath them. The challenge is not ambition but the unresolved tension between what credit unions were built to be and what they need to become. This blog explores four tensions shaping credit union growth today and the questions leaders should ask to move from discussion to decision.