Trust is the currency: How credit unions can win the digital experience in 2026
In an era where digital convenience is everywhere, credit unions face a deeper challenge: How do you build trust in a landscape that’s increasingly transactional?
The newly-released Jack Henry Financial Sentiment Study reveals that what truly drives member satisfaction isn't just speed or simplicity. It's relevance. It's personalization. It's the feeling that your local credit union understands your life, not just your account balance.
Consumers say they highly value features like simple lost-stolen card reporting and seamless payments. And yes, those matter. Over two-thirds of respondents are satisfied with those capabilities. But these are no longer differentiators. They're table stakes.
So what truly shapes how members feel about their credit union's role in their financial health?
It's the features they rate as moderately important: personalized website content tied to life events, the ability to view accounts across institutions, and a sense of differentiation. These capabilities have the strongest statistical link to trust, but they're also the ones with the lowest satisfaction scores. This is where credit unions can lead.
For example, take the Prime Earners—mid-career professionals who are confident, financially savvy, and digitally engaged. They're the most satisfied with their financial institution's digital experience, especially when it comes to essentials like lost or stolen card reporting, bill pay options, and multiple ways to connect with their financial institution. But they also expect more. They want proactive support, such as personalized website content that helps guide financial decisions during major life events like marriage or retirement.
Contrast that with Opportunity Seekers—young adults just starting out. They're navigating new jobs, moves, and financial responsibilities. Often without the tools or guidance they need. Despite taking on major life changes, they remain heavily underbanked and least satisfied with their primary financial institution's role in supporting their financial health. They value rewards for positive financial behaviors and personalized tools, but their current experience falls short.
Credit unions have a unique opportunity to bridge this gap. Imagine a member nearing graduation, or preparing to move, or starting a new job—and their credit union reaches out first. Not with a generic offer, but with a message that says, "We see where you're headed, and we're here to help."
Whether it's budgeting tools, loan options, or financial planning advice, the outreach feels timely, personal, and empowering.
That's not just personalization. That's partnership.
And it matters.
Members who feel their financial institution plays a meaningful role in their financial health are far more likely to share data, engage with new services, and stay loyal. Trust isn't built through flashy features—it's earned through thoughtful, human-centered design.
As we look ahead to 2026, the message is clear: credit unions must move beyond convenience and lead with empathy.
Let's build digital experiences that reflect the lives of our members - and turn technology into trust.
About the Study
The all-new Jack Henry Financial Sentiment Study surveyed 2,866 consumers and small businesses to understand how people feel about their financial lives—and what they expect from their financial institutions today. The report breaks down five distinct consumer segments, analyzes digital experience satisfaction, and explores the critical link between trust, data-sharing, and personalization. It's a must-read for credit unions looking to deepen member relationships and drive strategic growth.
Download the full study today to discover the digital capabilities that truly build member satisfaction and how your credit union can lead with purpose.
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