Credit Union Lending What do Members Want in the Lending Process?


What do Members Want in the Lending Process?

In today's dynamic financial landscape, credit unions face the challenge of meeting the evolving needs and expectations of their members. As technology advances and consumer preferences shift, it's imperative for credit unions to understand what members truly want in the lending process. From simplicity and transparency to embracing digital solutions, the key to enhancing member satisfaction lies in catering to these core desires.

In this blog post, we will explore the fundamental elements that contribute to member satisfaction in the lending process. From the demand for simplicity and a seamless digital-first experience to the importance of transparency and trust, credit unions have the opportunity to redefine the lending journey for their members.

What Members Want in the 
Lending Process

Simplicity in the Lending Process

In a world where time is precious and complexity abounds, simplicity becomes important. According to a study conducted by the Aite-Novarica Group, a staggering 80% of consumers prioritize simplicity when engaging with financial services. This expectation of simplicity significantly surpasses the 32% of consumers who consistently prioritize flexible loan terms. 

Streamlined Application Process

Credit union members desire a lending process that is streamlined and efficient. By minimizing paperwork and simplifying the application process, you can offer members a hassle-free experience. Key elements include:

  • Clear and straightforward application forms
  • Minimal documentation requirements
  • User-friendly online platforms for application submission

68% of loan applications are abandoned. This rate represents a missed opportunity for your credit union to increase revenue and serve members. Include the elements from above to create a simple experience and decrease loan application abandonment rates. 

Encouraging Member Satisfaction

By prioritizing simplicity in the lending process, credit unions can significantly enhance member satisfaction. Simplifying the journey from application to disbursement demonstrates a commitment to meeting members' needs and expectations. Let's strive to make simplicity a cornerstone of our lending practices, ensuring a seamless experience for all members.


A Digital-First Lending Experience

In today's digital era, members expect a lending experience that prioritizes convenience and accessibility. By adopting a digital-first approach, credit unions can align with these expectations and deliver a seamless online experience. Key aspects include:

  • Document Upload: Enable members to securely upload required documents directly through the digital platform.
  • Application Tracking: Provide members with real-time updates on the status of their loan applications.
  • Easy Application Process: Simplify the loan application process with intuitive online forms.

Cost Savings and Efficiency

Not only does transitioning to digital lending benefit members, but it also presents significant cost-saving opportunities for your credit union. Studies reveal that companies in the US continue to spend billions of dollars annually on paper. Embracing digital solutions can lead to cost savings through reduced paper usage and streamlined processes. Key points to consider include:

  • Reduced Paper Consumption: Minimize paper usage by transitioning to electronic documents and processes.
  • Operational Efficiency: Streamline internal workflows and reduce administrative overhead associated with paper-based processes.

Attracting New Borrowers

A digital-first lending experience not only caters to existing members but also serves as a powerful tool for attracting new borrowers. Considerations for attracting new borrowers include:

  • Marketing Outreach: Promote the digital lending platform through targeted marketing campaigns to reach potential borrowers.
  • Competitive Advantage: Highlight the convenience and efficiency of the digital lending experience as a competitive advantage over other lenders.

In an increasingly competitive market, the ability to offer a seamless online lending experience can set credit unions apart from traditional lenders. 

Enhanced Member Satisfaction

By offering a user-friendly digital platform, your credit union can enhance member satisfaction and attract new borrowers. The convenience and accessibility of a digital-first approach resonate with members, leading to higher levels of engagement and loyalty.


Transparency & Trust

Transparency and trust form the bedrock of your member relationships. It's essential for members to feel confident that their best interests are paramount and that they're equipped with the information they need to make informed decisions. This includes...

  • Clear Communication: Providing transparent information regarding loan terms, interest rates, and associated fees empowers members to make educated decisions about their borrowing options.
  • Building Trust: Open and honest communication fosters trust and strengthens our relationships with borrowers. Being responsive to member inquiries and promptly addressing concerns demonstrates our commitment to transparency and earns the trust of our members.

By doing these things, your credit union will enhance member satisfaction during the lending process. 


Increase Member Satisfaction With Our Cutting-Edge Lending Software

In order to enhance member satisfaction in the lending process, it is essential to prioritize simplicity, offer a digital-first lending experience, and foster transparency and trust. By implementing these key strategies, we can create a lending process that meets the needs and expectations of our members.

At FLEX, we are committed to providing cutting-edge lending software that enables you to deliver on these strategies. Our advanced technology allows for a streamlined and user-friendly lending experience, ensuring that our members have access to the funds they need when they need them. By continuously innovating and improving our lending software, you can improve member satisfaction and relationships.

Download the Lending eBook




Preston Packer

Written By: Preston Packer

Executive Vice President | CMO at FLEX Credit Union Technology
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