Factors Contributing to Credit Union Asset Growth, 1979–2016

Money 20/20 gave credit union leaders plenty of big ideas to bring home. The harder questions were what to act on first and how to get started. Our wrap-up pointed to a practical path: work together to stretch resources, start with a real member need, understand where AI is already in use and set the right guardrails, then focus on delivering value that gives members a reason to stay. The takeaway? Pick one need and start testing.

Drawing on findings from the Center for Member Well-Being’s benchmarking survey, this report examines credit unions’ efforts to promote financial well-being and other aspects of well-being among members and employees. It highlights promising practices, gaps in organizational capabilities, and practical opportunities to strengthen support, measure impact, and turn the cooperative mission into meaningful improvements in people’s lives.

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.