Attracting, serving young credit union members means embracing technology

Credit unions are very aware that engaging American youth is essential to future relevance. It was a chief topic of discussion during the Councils Breakfast at the Governmental Affairs Conference 2026, as well as a recent episode of A CU Seat at the Table podcast.

A recent America’s Credit Unions blog post dives into how the combination of member-first values with digital-first experience can be especially appealing to Generation Z (individuals born between the late 90s and mid-2010s).

For many credit unions, this includes partnering with a fintech to ensure they can meet the specific needs of their membership. Everything from digital account opening, online investment tools, and financial wellness platforms can help reach a generation that grew up with smartphones and high-speed internet.

Implementation requires a careful roadmap, and the blog entry features a three-phase plan:

• Phase one: Assess current technology options and the gaps between what young members expect. Identify quick wins that are not complex but deliver visible improvements;
• Phase two: Implement core digital banking improvements and innovation by prioritizing the technological capabilities most critical for competitive digital banking; and 
• Phase three: Roll out advanced features, measure results, and adjust based on feedback. Expand digital offerings based on member demand and engagement data.

The blog entry provides much more detail on these phases, and how credit unions can continue to assess their effectiveness going forward.

Read America’s Credit Unions blog