At the core of any effort to increase efficiency for your credit union is an inherently straightforward idea: you need to empower both your employees and your members to do more with less.

A car is one of the most expensive purchases in a consumer's life, which is usually accompanied by a large amount of debt from auto loans. In 2021, auto loans made up nearly 18% of total consumer debt for 18 to 29-year-olds, 10% for 30 to 39-year-olds, and 9% for 40 to 69-year-olds. So, with a vast majority of the population taking out loans for their cars, why isn't your credit union getting more auto loans?

The term "digital wallet" has been floating around for the past few years. This technology doesn't require a physical credit or debit card and lets consumers pay for products and services using card information stored in a device such as a smartphone or a computer. In fact, according to a 2021 survey, around 150 million Americans have used a digital wallet at least once. Will this intangible payment method put credit cards out of commission? And what does this mean for your credit union?

When it comes to banking and financial products, the average consumer has no shortage of options. From large national and community banks to credit unions (CUs) and emerging fintech firms, everyone is vying for the attention and dollars of your current members.

With the emergence of financial services industry disrupters — FinTechs— the battle for the hearts, minds, and wallets of credit union members is fiercer than ever. Unlike these firms, however, your credit union's core value statement isn't necessarily centered around trendy technology. But you can leverage state-of-the-art solutions to drive membership growth, and do so in a way aligned with your core value proposition. Here are three ways you can do just that in 2022.

With all the talk of Millennials, it's easy for credit unions to lose focus on Generation X and Baby Boomers. Yet, doing so would be at your own peril. Even though Millennials are the largest generation in history, Boomers still hold the keys to the kingdom—where cash is king. According to the Federal Reserve, they have a reported average net worth of $1,066,000 and a median net worth of $224,000.

Your credit union may have figured out how to serve Millennials, but there is another generation to understand: Gen Z. Although the two generations look similar, their interests, tendencies, and money-spending habits are quite different. So, how can your credit union stay ahead of the game and offer the most convenient and appealing services to the next round of consumers? These potential members are the future, and credit unions would be wise to learn how best to cater to this generation.

Over the next two decades, the U.S. will experience an unprecedented generational transition of wealth. The aging Baby Boomer generation is expected to transfer $30 trillion of inheritance to Generation X and Millennials. This historic transition of wealth and buying power is also ushering in shifting perspectives around debt, money, and investing. As such, it's imperative credit unions harness this knowledge to tailor how and what services they deliver to their members. Let's take a closer look at generational trends and how credit unions can use these trends to unlock a superior credit union member experience.

If you haven't heard the phrase “OK boomer” yet.... don't admit it to a teenager or young adult. It has become a common retort on apps such as Instagram, Twitter and most especially TikTok, where it's hashtag has been viewed more than 18 million times as a way to mock older generations for making outdated statements (such as not knowing what TikTok is). For teens and young adults, calling everyone older than them "boomers" is a retaliation towards adults in their life who refer to anyone younger as "millennials" with the negative connotations surrounding that descriptive. People don't like to be categorized with over generalizations... credit unions should remember this when it comes to talking to their members about new technology.

Not surprising, Millennials have different priorities and expectations from a financial institution than older generations do, according to a recent report compiled by a CA-based payments firm, Marqeta. Millennials, recognized as the first generation to grow up or come of age with digital technology like cell phones and the internet, are comfortable using modern technology, and have come to expect its availability for use in their every-day banking needs. Baby Boomers, on the other hand, place less importance on having the newest and most cutting edge tech, instead preferring a more personable and hands-on on approach in their banking. The challenge for credit union executives is how to service these divided members.