In today’s digital landscape, most credit unions have the basics covered—online banking portals, mobile apps, and standard features like balance checks, transfers, and remote check deposits. These capabilities were once considered innovative. Now, they’re simply expected.
But expectations have evolved.
In 2025, members are no longer impressed by functionality alone. They’re influenced daily by the seamless, personalized, and intuitive experiences offered by tech giants, major retailers, and increasingly sophisticated digital-first banks. Competing for attention and loyalty requires more than just access—it demands excellence in user experience.
The data reinforces this shift. Forrester research from 2024 found that a majority of online adults—65% in the U.S.—expect to complete any financial task through a mobile app.
In short, digital banking is no longer a differentiator. The quality of the experience is. So, the key question becomes: What do your members truly expect when they open your app or log into your online portal?
The answer goes far beyond simple transactions.
Members interact daily with apps that are clean, fast, and intuitive. Your digital banking experience should be no different.
Clutter-Free Navigation: Can members quickly find what they need? A logical layout and minimal steps are essential for ease of use.
Speed & Reliability: Slow load times and technical glitches erode trust. Consistent performance is no longer optional—it’s expected.
Cross-Platform Consistency: Whether on mobile, tablet, or desktop, the experience should feel familiar and seamless.
Key Takeaway: A well-designed platform shouldn’t feel like work. Aim for an experience so intuitive that it fades into the background—efficient, elegant, and effortless.
Security remains a top concern for members. According to Self, the most common worries about online banking are security and fraud (35%), followed closely by losing access due to technical issues (31.5%). Members want both safety and control.
Modern Authentication: Biometric login options like facial recognition or fingerprints are now standard for secure, convenient access.
Transparent Security Features: Make security measures visible and accessible, with clear paths for reporting suspicious activity or lost cards.
Card Management Tools: Features such as freeze/unfreeze, transaction alerts, and travel notices empower members and reduce anxiety.
Key Takeaway: Build trust with robust, visible security and give members tools to manage their own safety. Transparency and control are critical to confidence.
Personalized digital experiences are now a key driver of loyalty. In fact, 84% of consumers say they would switch banks for timely, relevant financial insights.
Relevant Financial Insights: Move beyond basic alerts. Help members understand spending habits, anticipate upcoming bills, and uncover savings opportunities.
Contextual Product Offers: Present offers that are meaningful—like a lower-rate auto loan if they’re already paying more elsewhere.
Financial Wellness Tools: Budgeting tools, savings trackers, and educational resources enhance your role as a trusted financial partner.
Key Takeaway: Use technology to provide proactive, personalized support. When you help members manage their financial lives, you earn their loyalty.
Members expect their digital financial lives to be interconnected—disjointed experiences are a major friction point.
Integrated Workflows: Opening accounts or applying for loans should be a smooth, in-platform experience—without the need to re-enter data.
Third-Party Connections: Members want seamless access to services like Zelle®, as well as the ability to link external accounts for a unified view.
Core System Synchronization: Real-time data between your core system and digital channels is essential for accuracy and a cohesive experience.
Key Takeaway: Eliminate silos and create an environment where all digital touchpoints—internal and external—work together fluidly.
Digital-first doesn’t mean digital-only. Sometimes, members need real-time human support—without jumping through hoops.
Built-In Support Options: Enable secure messaging, click-to-call, or appointment scheduling directly within your digital channels.
Context-Aware Assistance: Provide intelligent, screen-specific help—especially during complex tasks like loan applications.
Key Takeaway: Human support should be seamlessly integrated into your digital ecosystem. Make it easy to get help, exactly when and where it’s needed.
At FLEX, we understand that delivering a modern digital banking experience goes far beyond basic functionality—it requires thoughtful design, seamless integration, and a deep understanding of what today’s members truly expect.
Our solutions are built to empower credit unions with the tools needed to stay competitive, drive engagement, and build long-term loyalty in a rapidly evolving landscape.
Ready to elevate your digital strategy? Download our free eGuide to create a digital experience that not only meets expectations—but exceeds them.