The rise of competition in the finance space is unprecedented. Fintech companies like Venmo and Paypal have been attracting younger users with social components to their apps, while tech giants such as Google and Apple have altered consumer behaviors with digital wallets. Even apps like Uber and Amazon are reshaping customer expectations with one-click ride sharing and shopping. The services these tech companies offer have a few things in common—they’re fast, efficient, and digital. They also encroach on traditional banking spaces, posing a potential threat to credit unions.

Maintaining personal relationships with members has always been pivotal to the success of credit unions. After all, credit unions were founded on the tenets of cooperation, and they encourage participation from all members of the community regardless of race, gender, or financial situations. But when the pandemic closed the doors to branches in March of 2020, and CUs were forced to make their services digital almost overnight, providing the same type of personal attention they were used to posed a challenge.

Let’s face it, the world has changed drastically since the beginning of the pandemic. We’re now living in a digital age where people want digital solutions to problems that used to be handled in person. This has had a huge effect on how all sorts of businesses operate, including credit unions. The days of credit unions conducting most of their business in the branch are over, and unlikely to return.

Consumers are filled with expectations of service providers that are often at odds with each other. They want service to be both expedient, but thorough. They want customer service interactions that are friendly, but formal. They want to have attention paid to them, but not too much. They want access to be convenient, but they demand that access be secure. Convenience and security, especially in the financial sector, require a delicate balance. The more you increase security measures, the less convenient a process becomes. But make a process too convenient by reducing security measures and you put both the user and the service provider at risk. It is this balance that credit unions must achieve to be successful.

The pandemic forced businesses around the world to shutter their doors, and sadly for many, they will never re-open. Among the businesses that were able to adapt and survive, many did so by turning to digital technologies to solve problems and conduct transactions that were traditionally done in-person. This has created a boom in technology that has implications for many different sectors of the business world and economy.

The events of 2020 and the ensuing pandemic shifted the world economy in unprecedented ways. Enforced global lockdowns suddenly changed consumer habits, causing all sorts of businesses to adapt and reevaluate how they can best serve customer and member needs. For many, this meant relying on digital solutions to perform financial transactions that were traditionally conducted in person—amplifying the importance of a sound digital ecosystem.

All around the country, credit unions are seeking the best strategies for moving forward. Since the pandemic has changed consumer behavior dramatically and things are unlikely to return to normal anytime soon, credit unions must adapt to the times and provide members with the services they now want and need. After all, credit unions were founded to serve their members. But to do so, it helps to understand current trends in the credit union world and the economy at large.

As the pandemic presses on with no clear end in sight and consumer habits continue to change, businesses are being forced to adapt to the new climate at a rapid pace. Although vaccines give reason to be optimistic, it’s unlikely the world will return to “normal” any time soon, and doubtful it will ever completely return to how it once was. Instead, the coming years will likely be trying for many types of businesses, including credit unions.

A hallmark of any successful organization is efficiency - being able to achieve the most, in terms of results, with the least amount of wasted effort or resources. When gaining new members, a credit union shouldn't have to add staff at an equal pace. Technology should support your credit union, allowing you to maximize the effectiveness of each team member. If credit union member growth is leading to exploding operating costs then you may need to take a closer look under the hood. 

Lending has always been fundamental to the growth and sustainability of credit unions, and during such dire economic times, it’s become even more important. In the past, lending was conducted in-person at branches and was often time-consuming and complicated for members. But the world has changed and the old ways of doing things are changing with it. These days, members want quick and easy digital lending options, and CUs that fail to provide these services risk being left behind.