Banking Doesn’t Have to Be Boring

For too long, credit unions have been comfortable with tradition. A friendly branch, a smiling teller, maybe a newsletter. But here’s the truth: tradition isn’t going to carry credit unions into the future.

According to a November 2024 survey, Gen Z accounts for 4-11% of credit union members. That should stop every credit union leader in their tracks. If the youngest generation of financially active consumers doesn’t see your institution as relevant, what does that mean for your future?

It means that growth isn’t happening, and your institution will become another statistic without innovation.

Gen Z grew up in a world of TikTok, Venmo, and apps that gamify everything from workouts to investing. They can split a dinner tab with two taps, invest in fractional shares with three, and track their spending in real-time. By comparison, the typical credit union digital experience feels clunky, outdated, and—let’s be honest—boring.

But here’s the kicker: boring isn’t neutral. It’s a red flag that tells younger generations, “This place isn’t for you.” And if credit unions don’t change that message, they risk becoming invisible.

Here’s how to innovate for younger generations:

• Financial wellness tools that are fun, not lectures. Think gamification, rewards, and quick wins.

• Seamless digital experiences that rival the best fintech apps. It’s competitive, and we have to stop playing nice. 

• Innovative products like BNPL, small-dollar loans, and smart credit-building options.

• Brands that stand for something—community, inclusion, and financial empowerment.

Gen Z isn’t asking for bells and whistles. They’re asking for relevance and excitement.

So, as you are working on strategic planning for the future:

1. Make Financial Literacy Shareable. Instead of PDFs or boring seminars, think gamified learning apps like Zogo, Cashy, or Instagram-friendly content that sparks conversation.

2. Reimagine Digital Onboarding. First impressions matter. Build communication that feels intuitive and rewarding from day one. Personalization isn’t cute anymore – it’s imperative. STOP THE SPRAY AND PRAY METHOD – TODAY!

3. Speak Their Language. If your marketing sounds like it was written for their parents, it’s already too late. Use platforms Gen Z lives on, with authenticity (no stock photos of “young professionals” allowed).

So the bottom line is, banking doesn’t have to be boring. But if credit unions don’t step out of their comfort zone and evolve, younger generations will move on—and they won’t look back.

Gen Z is telling us what they want. The only question is: are we listening?

If your credit union is ready to stop blending in and start building real relationships with the next generation, let’s talk strategy. Contact me at stephanie@brandestry.com.