By: Danny Phillips
This article originally appeared on creditunions.com.
Credit unions are facing a pivotal moment in their evolution, addressing the critical need for technological innovation through the integration of advanced technologies.
As a result, collaborations with fintech companies—once viewed as advantageous—are now essential for survival and growth in the modern financial landscape.
Recent findings highlight the significant gap in membership growth between larger credit unions, equipped with the latest technological advancements, and their smaller counterparts.
For example, credit unions boasting assets over $1 billion have experienced an 8.1% growth in membership. Conversely, smaller credit unions with assets ranging from $100 million to $500 million, saw a 4.3% decrease in membership. This trend highlights the critical role that technology plays in attracting and retaining members, with larger institutions leveraging their resources to offer frictionless member experiences and innovative services.
It’s crucial for credit unions to stay technologically updated, especially when considering the competitive pressures arising from both within and outside the traditional banking sector. Credit unions are increasingly losing ground in small business lending, a sector where digital lending tools offered by fintechs and other financial innovators are setting new standards for speed and convenience.
This shift underscores the urgency for credit unions to embrace digital transformations, not just to defend their market share, but to expand their reach and enhance their service offerings.
The need for digital optimization extends beyond competitive positioning. It directly impacts the ability to attract new members and business.
Research indicates only 14% of banks and credit unions in the U.S. said that their abandonment rate for digital applications for deposit products was less than 10%. This emphasizes the necessity for streamlined, user-friendly processes that would help credit unions significantly reduce abandonment rates and improve operational efficiency.
In order to thrive, credit unions must leverage their unique strengths—such as their community focus and member-centric values—while aggressively pursuing digital innovation and fintech partnerships. This approach not only addresses the immediate challenges of member retention and competitive pressures, but also positions credit unions as forward-thinking, responsive institutions ready to meet the evolving needs of their members.
Additionally, this methodology empowers credit unions to enhance their value proposition, attract a broader member base, and secure a competitive edge in the increasingly digital financial marketplace.
For credit unions seeking to navigate this digital transformation, partnering with CU*SOUTH offers a pathway to leveraging state-of-the-art technology and fintech solutions. Contact us to book a discovery call and explore how to effectively modernize operations, enhance member experiences, and drive growth in a technology-driven landscape.
Danny Phillips is Senior Vice President of Client Experience at CU*SOUTH. Danny brings more than 20 years of experience in consumer direct and indirect lending and more than 10 years of credit union industry experience to his role. Prior to CU*SOUTH, Danny was the Executive Vice President of a 25,000-member, $250 million credit union in Michigan.