Marketplace Newsletter

In this issue:

From Laura’s Desk

CUNA Mutual Group’s AdvantEdge Analytics Becomes AdvantEdge Digital, Debuts New Suite of SaaS Solutions to Empower Credit Unions and Consumers

Change is Here

Free Webinar: Pulling Strings for Non-Interest Revenue Payments

P2P Payments are Rising and So is Fraud

Compliance Corner: Litigation Threats Abound

Members Overestimate Cost of Life/AD&D and Underestimate the Need

Payments Contracts: Top 5 Key Considerations

Credit Union Members Collecting Data to Speed Up Property Valuation Process

Three ways to reach Gen Z

THINK 21 Series

Upcoming Webinars

Subscribe to Marketplace


From Laura’s Desk

Introducing a New Performance Enhancement Resource

At the Kentucky Credit Union League, we continually strive to provide you the best resources and expert guidance that will add value and support your success. If you are looking for ways to get better results from your credit union’s revenue-generating or cost-cutting efforts, look to our preferred provider JMFA.

As one of the most trusted names in the industry, JMFA works with community credit unions like yours every day to help them generate new income, reduce expenses, and create loyal member relationships with programs and services that are proven successful.

• JMFA NEXT GENERATION OVERDRAFT PRIVILEGE® helps build sustainable revenue without raising fees, improves processes, and includes a written 100% compliance guarantee.
• JMFA CONTRACT OPTIMIZER allows you to get better services, more value, and lower costs from your vendor contract negotiations without adding to your staff’s workload.

I recently had the opportunity to meet Terry LaFontaine—JMFA’s new regional director for Kentucky—and believe you will benefit from his perspective and expertise. He has more than 20 years of industry experience and brings a commitment to problem-solving, which may prove useful for navigating the challenges and opportunities ahead.

I would be happy to set up a brief introduction for you and Terry to meet. In the meantime, you can contact him directly at [email protected], by phone at (972) 339-8886, or connect with him on LinkedIn.

Your Vision. Our Purpose.

Sincerely,
Laura Parrish
VP, Association Services

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CUNA Mutual Group’s AdvantEdge Analytics Becomes AdvantEdge Digital, Debuts New Suite of SaaS Solutions to Empower Credit Unions and Consumers 

New Digital Capabilities for Credit Unions Expand Consumer Access to Data-Driven Lending Solutions

 

CUNA Mutual Group’s AdvantEdge Analytics has evolved into AdvantEdge Digital, now offering a suite of software as a service (SaaS) solutions. In addition to existing data and analytics solutions, AdvantEdge Digital is delivering a proprietary, consumer-centric digital lending solution to the credit union industry. The digital lending solution provides a transparent, seamless experience to both members and loan officers, and expands access to the loan application process for more consumers. 

“Members expect real-time, contactless and self-service delivery of financial services, and we are committed to building, buying and partnering to bring additional capabilities to consumers,” said Dan Kaiser, president of AdvantEdge Digital. 

By building this new digital capability as part of our evolution to AdvantEdge Digital, we will help even more members by harnessing the power of analytics and the digital lending experience. We’ve worked extensively with our credit union partners and their members at every step of building this solution. With a broader mindset and a suite of nimble, iterative SaaS solutions, we are excited to help credit unions unlock their digital potential, helping more members achieve financial wellness.”

The digital lending solution includes automated document upload to cut down on back-office paperwork, provides a dashboard to clarify loan status and integrate cross-sell opportunities, and frees up the loan officer to spend more time with members. It also provides a seamless member experience. Through features like the Loan Simulator, the digital lending solution demystifies the lending process for members and provides simple, step-by-step guidance and real-time responsiveness. 

Co-created alongside several of AdvantEdge Digital’s early credit union partners, the new digital lending solution incorporates learnings from extensive lending officer feedback. Among those partners is 121 Financial Credit Union, a $599 million, 47,000-member credit union based in Jacksonville, Florida. While piloting the solution, 121 Financial reported the average time for online users to sign up for a 121 Financial membership had been cut in half – from 12 to 6 minutes. Even better, the average loan application abandonment rate dropped by nearly 20 percentage points. “We’ve never seen results like this; it’s a great start,” said Adam Wade, vice president of Marketing and Analytics. “March 2021 was our best month for top-of-the-funnel leads since I joined the credit union.” 

Neighborhood Credit Union of Dallas, Texas, also plans to integrate Advantage Digital’s lending solution into its omnichannel delivery strategy in the second half of the year. The $970 million, 55,000-member credit union serves people traditionally underserved by banking institutions. “The individuals we serve rely heavily on smartphones for meeting their day-to-day needs,” said Carolyn Jordan, senior vice president of remote services and member development. “It’s mission-critical for Neighborhood Credit Union to provide adaptive, frictionless online and mobile experiences to members and prospects. A welcoming first impression is just as important in a digital channel as it is in person.” 

AdvantEdge Digital continues to offer data analytics solutions, such as Financial Performance Management, as well as strategy consulting services. Future offerings will focus on leveraging the power of data to create solutions such as persona-driven business intelligence, real-time reporting and predictive analytics modeling. 

Be sure to check out their new AdvantEdge Digital video and the new AdvantEdge Digital website.

About AdvantEdge Digital
AdvantEdge Digital, a CUNA Mutual Group company, partners with credit unions and delivers a suite of SaaS solutions to unlock your digital potential. We help you grow and compete, with a consumer-centric digital lending experience, analytics tools to access real-time insights and more. This collaborative, data-driven approach transforms your team and empowers consumers to create a brighter financial future—Informed. Enabled. Energized. To learn more about AdvantEdge Digital and our dynamic solutions, visit www.AdvantEdge.Digital.

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Change is Here

Decrease cost, increase revenues, add value 

ABOUT SRM

SRM’s purpose is to improve our client’s bottom line, by adding measurable value that ties directly to our work product and to tangible quantifiable benefits for each of our clients. Founded in 1992, SRM is an independent management consulting firm that draws on extensive experience, market insight, and a proprietary benchmarking database to help clients across the U.S. and globally. 

SRM employs a proven methodology to uncover cost savings, revenue-opportunities, and operational efficiencies. We specialize in aligning expenses with industry benchmarks and fostering supplier partnerships with a focus on quality and long-term stability. As a leader in enhancing the bottom line, SRM provides a fresh, innovative, results-driven perspective to supply chain management and purchasing strategy. Further, we utilize a no-risk performance-based business model for several of our engagements; if we cannot objectively demonstrate cost savings and/or revenue enhancement, we don’t get paid. 

SERVICES

SRM’s subject matter expertise extends to every area where financial institutions have significant spending with third party vendors or where efficiencies can be gained, including core processing, digital technologies, automation, and mergers and acquisitions. Through our advisory services, SRM provides proven growth. 

VENDOR SERVICES

  • CONTRACT BENCHMARKING
  • Leveraging a proprietary database of benchmarks, SRM identifies gaps in financial performance and features and functionality.
  • RFP DEVELOPMENT
  • Armed with a complete library of proprietary RFP templates, SRM customizes the RFP to each client’s unique attributes.
  • VENDOR SELECTION
  • Leveraging industry knowledge, evaluation criteria and select tools, SRM assists in aligning vendor capabilities with the client’s strategic goals.
  • CONTRACT NEGOTIATIONS
  • Leveraging years of expertise and professional negotiation tactics, SRM delivers optimal outcomes and navigates complex contractual terms on behalf of our clients.
  • VENDOR INVOICE AUDIT
  • Auditing complex invoices for contractual compliance, service usage, and error identification, SRM utilizes artificial intelligence to identify errors in these invoices before they are paid. 

VENDOR MANAGEMENT AREAS

PAYMENTS

  • CARD BRANDING
  • DEBIT CARD PROCESSING
  • CREDIT CARD PROCESSING
  • PIN / POS NETWORKS
  • LOYALTY / REWARDS

TECHNOLOGY

  • CORE PROCESSING
  • DIGITAL BANKING
  • ACCOUNT ACQUISITION
  • LOAN ORIGINATION

OPERATIONS

  • ARMORED CAR
  • LOCKBOX / REMITTANCE
  • ATM / EQUIPMENT
  • MAINTENANCE

WHY SRM

  • Partnered with over 1,050 clients, completed over 7,500 projects, and delivered over $3.6B in impact for our clients
  • 3 decades of experience with employees having worked at over 30 different vendors or financial institutions, including Visa, Mastercard, First Data, Fiserv, Jack Henry, Deluxe, and Meridian Link
  • Supports, on average, 100 card network and processing engagements each year, providing the greatest amount of recent and relevant market information on processing and network strategies, capabilities, and economics
  • Independent and will always advocate for the client’s interests throughout the project
  • Assisted with network evaluations in the past five years in at least 10 of the top 50 U.S. card issuers, including four of the top 10 Visa issuers
  • Supported several of Visa’s and Mastercard’s largest U.S. issuers with their network services competitive selection processes
  • Recently helped a regional issuer with $2B in purchase volume negotiate a network and processing renewal
  • agreement with Mastercard
  • Currently helping a $14B bank rationalize its debit network providers as the result of a major acquisition

“I don’t think people realize how much money SRM can actually generate. Just the first project made a huge difference to our bottom line.” – Todd Brown, Chief Financial Officer of Teachers Credit Union

For more information, contact Laura Parrish at [email protected]

 

Join SRM for a FREE webinar! 

PULLING STRINGS FOR NON-INTEREST REVENUE PAYMENTS
Webinar presented by SRM 

How do #CreditUnions optimize non-interest growth in a low-interest #economy?

We've found that more than 90% of PIN Network agreements have become under-optimized as a result of the pandemic.

For credit union leaders seeking new ways to re-align with the market, SRM invites you to join us for the educational #webinar, "Pulling Strings for Non-Interest Revenue & Payments," presented by Bob Koehler.

Join us April 28 from 11:00 am - 12:00 pm EDT to learn more. Registration link below:

https://lnkd.in/eStSVdr

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P2P Payments are Rising and So is Fraud 

Cashless, online transactions are increasing. That’s no surprise. We all saw it coming, and with a global pandemic introducing a new reason to go cashless, digital money transfers are now more popular than ever. Also forecasted – and moving just as quickly as consumers’ acceptance, unfortunately – is fraud in this space. 

Accelerated by the rise in cashless payments, fraud has found increased opportunity in peer-to-peer (P2P) payment platforms like Cash App, Venmo, Zelle and others. Using a P2P payment app, users can send money to other individuals and businesses, bypassing the ATM. The convenience of sending money via a personal device, amplified by pandemic-related social distancing mandates, has led to an explosion in P2P use. 

A P2P payment account facilitates the transfer of funds from a smart device by linking to a user’s account with a traditional credit union or other financial institution. Once linked, the user is free to send and accept funds via their “wallet.” Fraudsters have exploited this ease-of-use, leveraging P2P apps to create wallets with stolen account information. When a fraudulent profile is created, the fraudster is free to drain the balance directly via transfer, unbeknownst to the actual account holder. Transaction data tells a dramatic story of the increase in P2P payments fraud. For example, based on FIS’ fraud tag data, Cash App had over 107.5 thousand confirmed fraudulent authorizations attempted in 2020, experiencing its sharpest spike in April, for a total of more than $12.7 million. 

It’s at the point of P2P payment account activation that most fraudulent attempts are made, explains David Adams from FIS Fraud, Risk and Compliance Solutions. Once a fraudulent account has been created, the criminals are trying to drain the balance as quickly as possible before detection.

“For fraudsters, it’s really a race against the clock,” David says. “Once they have set up a profile with stolen credentials, the timer begins, and they act quickly so they can empty the account and cash out their P2P wallet.” 

Last year, FIS’ fraud-prevention tools analyzed over 54 million Cash App authorization attempts worldwide totaling more than $4.8 billion, a huge increase from 2019. Other P2P payment platforms experienced similar growth. At FIS, the Fraud Analytics team has stepped up their game to get out in front of the fraudsters, implementing several sophisticated, global strategies to identify and prevent fraudulent activity as early as possible. 

“Our goal is to stop fraud before it even begins,” David says. “Leveraging our logic-based rules engines, we’ve been looking at this activity in completely new ways to identify correlations between the risky transaction behavior. It takes quite a bit of research on our end, but we’re confident it will pay off.” 

Since April 2020, attempted fraud amounts in the P2P segment have stayed at increased levels, David reports. And as the fraudsters employ new devices for pirating member account information like automated bot technology, he says, FIS is committed to staying ahead of the next fraudulent scheme.  

“With COVID-19 accelerating shifts in purchasing behavior to card-not-present, we believe peer-to-peer payment fraud is here to stay,” David says. “This is a top priority for the FIS Fraud Analytics team. Our goal is to protect our clients and their cardholders and to make the fraudster’s job as hard as possible.” 

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Compliance Corner: Litigation Threats Abound

By Cheryl Lawson, JMFA EVP-Compliance Review 

Creating a sound and compliant overdraft program has always been the goal. Since the 2005 Final InterAgency Guidance was published, regulatory examiners were typically the only people who reviewed these programs. Maybe the financial institution auditor asked a few questions each year but that has now changed. 

Many lawyers seem to have launched an all-out attack on financial institutions. What used to be the occasional lawsuit from an unhappy account holder has become a wave of demand letters to banks and credit unions of all sizes. What’s more, the letters even use the same boilerplate. 

I represent [consumer] and a proposed class of consumers who have been unfairly and deceptively charged overdraft fees… While we have not yet commenced the litigation, we intend to do so within [timeline] in the event you are unwilling to discuss my client’s claims and a resolution of them. I have litigated dozens of cases….  [Consumer] contacted me regarding her account… Courts have ruled….[case]…[case]…[case]…  We are likely to disclose the true nature of your overdraft fee practices in litigation… 

Three key areas to evaluate and review

The consumer who is named may or may not have an active account with the financial institution. Additional research may even uncover whether there is even a foundation for a claim. However, the law firms have consistently targeted a few areas, some of which include:  

1. Actual versus available balance.

Consumer disclosures that do not clearly communicate whether items are paid against an actual (ledger) or available balance have been found to harm consumers. Financial institutions should clearly communicate what balance is used and what makes up that balance to avoid consumer confusion and reduce the risk of claims. 

2. Authorize Positive, Settle Negative (APSN). 

Debit transactions which are authorized on a positive balance should not be assessed an overdraft fee, everyone agrees. However, between the time of authorization and the time of settlement, intervening transactions can deplete the account balance. When the authorized debit transaction settles into a negative balance, some core processors assess an overdraft fee. Additionally, the technology solution (e.g., Good Funds Module) may not be in place for all core processors. Refunds are appropriate, but it is virtually impossible to manually ‘catch’ all the fees assessed in error.  

3. Representment. 

Banking practices have consistently recognized that when an item is returned unpaid to many merchants, the merchant will send it back to the financial institution a second time to try and clear the item. Lawyers’ efforts to claim that these representments are unfair is a difficult issue, especially since there has been practice but no clear rules. 

While regulatory changes have been few in recent years, overdraft litigation threats are increasingly adding pressure. Now is the time to act, especially if you haven’t reviewed your overdraft strategy in a while—or have concerns that your financial institution could be at risk. 

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Members Overestimate Cost of Life/AD&D and Underestimate the Need

And 3 ways to change that

By Kevin Cummer, TruStage® Product Manager, CUNA Mutual Group

Here’s a fact that might surprise you: Nearly half of U.S. adults—46%—don’t have life insurance.[i] And many don’t have accidental death and dismemberment (AD&D) protection, which can either complement a life insurance policy or be an alternative resource depending on a member’s family and financial situation. 

These stats mean a large portion of your credit union members likely doesn’t have the critical coverage that could protect the financial wellbeing of themselves or their loved ones, in the event of a tragic injury or death. What could happen to members who are already struggling with the uncertainty and financial stress of the pandemic if they were to lose their household’s primary source of income?

Why don’t members have these types of protection?

Misperceptions are common. For instance, consumers tend to overestimate the cost of life insurance—half of them think life insurance is three times more expensive than it actually is.[ii]

Many worry they’ll have to pass a medical exam and fear they’ll fail. Others find the product and industry terminology confusing and overwhelming.

When it comes to AD&D coverage, people tend to underestimate their risk. Many believe AD&D is only important for someone with a physically dangerous job—and with 71% of all non-farm payroll employees in the service sector, most don’t fall into this category.[iii] They might be inclined to reconsider if they knew there’s been a 99% jump in injury-related casualties over the last 27 years[iv] and that accidents are the top cause of death for people aged 25-44.[v]

In both cases, it could be a matter of avoiding unpleasant topics: Who wants to acknowledge the possibility of dying or being seriously hurt?

Three ways to drive member uptake and meet a critical member need

Here’s how you can help members understand why these types of protection are critical and why your credit union is their best resource.

1. Educate members through every channel.As discussed above, members likely have a range of concerns and misunderstandings about life and AD&D insurance. Use every channel possible—direct mail, web, mobile, social media and licensed call centers—to help set the record straight.

2. Deliver the protection they need. No one product will meet the needs of every member. Do the following to help the broadest range of members get critical coverage:

  • Make both life and AD&D insurance available. Some members will benefit from life insurance, some will find AD&D a better fit and there could even be some members with reasons to opt for both. Look for a provider that can deliver both types of protection. This makes it easier for members to compare the features and benefits of both products and will mean one less vendor relationship for your credit union to manage.
  • Deliver access to coverage at a variety of price points. Member budgets will vary widely, so select products that can easily meet a broad range of needs. The ideal partner will incorporate a quote tool into their digital offerings so members can investigate costs on their own. A quote tool lets members avoid uncomfortable budget conversations and makes it easy for them to experiment with different payment levels.
  • Choose an AD&D provider with living benefit riders and anywhere/anytime protection. Not all AD&D providers are created equal and these are two important differentiators. The best ones have available living benefit riders that pay out at diagnosis, not death, and offer a variety of protection options—look for those that cover common illnesses like stroke, cancer and heart attacks. And also choose coverage that protects members at home and work, on vacation and while they’re traveling.
  • Find a provider with a history of payment flexibility in challenging times. This past year has shown that life can change quickly. Members who are faced with a job loss, illness or unexpected expenses might think they have no choice but to drop critical coverage. Choose a partner that can show they’ll work with members in difficult situations.
3. Provide a hassle-free, member-centric process. Members have a variety of concerns and misconceptions about these types of insurance. To help alleviate their worries, choose a provider that offers the following:
  • Product education through a range of channels. Some members will easily navigate a completely digital process; others will want help at every step. And still others may start online but like having the option of being able to reach out to a live person for help. Look for a provider that can meet every member’s needs.
  • A no-exam process. Doctor’s appointments and medical tests are a pain point for many. The best providers won’t require either for insurance approval.
  • Instant approval. When a member needs protection, they don’t need the stress of waiting for days or weeks for an answer. Instant decisioning is a critical must-have.
  • A seamless digital experience—from initial research through claims servicing. The majority of your members will prefer to rely on digital channels for some if not every step in their insurance journey.
  • A call center staffed by licensed reps. When a member reaches out to a call center, they expect the person on the other line to know their stuff and be able to answer most if not all of their questions. Choose a resource whose call center staff are more than order takers.

Life insurance and AD&D can deliver critical peace of mind to your members. Now, perhaps more than any time in recent years, it’s critical to ensure they have access to affordable, member-centric coverage. With the right partner, you’ll be able to provide the member-first protection and process they need.

For more information on TruStage® Life and AD&D Insurance, visit: https://www.cunamutual.com/products/trustage-insurance-program.


 1,2 LIMRA/Life Happens, “2020 Insurance Barometer Study” June 2, 2020

3 U.S. Bureau of Labor Statistics, “Employees on nonfarm payrolls by industry sector and selected industry detail,” July 2020

4 National Safety Council, “Injury Facts,” 2019

5 CDC, “National Vital Statistics Report. Deaths: Leading Causes for 2017,” June 24, 2019  

TruStage® Life Insurance is made available through TruStage Insurance Agency, LLC and issued by CMFG Life Insurance Company. The insurance offered is not a deposit, and is not federally insured, sold or guaranteed by your credit union. TruStage® Accidental Death & Dismemberment Insurance is made available through TruStage Insurance Agency, LLC and issued by CMFG Life Insurance Company. The insurance offered is not a deposit, and is not federally insured, sold or guaranteed by your credit union. 2018 AD&D policy form number: 2018-ADD-POL; AD&D riders:  2018-ADD-POLRDR-CI, 2018-ADD-POLRDR-CNR

ADI, TAWL-3497822.1-0321-0423 © CUNA Mutual Group

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Payments Contracts: Top 5 Key Considerations

Payment solutions are one of the most essential products credit unions offer to differentiate themselves from banks and other competition. That is why selecting the right processing partner is particularly critical to member satisfaction, retention and growth. The following are a few things to consider when making the difficult decision of whether to stay with your current payments processor or to convert to a new partner.

  1. Review Your Contracts – Many credit unions are not familiar with key provisions of their current agreements, particularly in regard to the termination clause or notification period. We have seen terms get extended as new enhancements or product features are added. We would recommend a thorough contract assessment of your payment contracts.
  2. Understand Your Entire Cost – When evaluating multiple proposals, ensure proposals are inclusive of all related fees, any pass through, network, core, card production, and implementation charges. If a significant price disparity exists, it could mean fees were omitted. It can be helpful to have each of the key areas subtotaled, to determine if any areas are missing.
  3. Define Your Vision – It is important to establish a clear vision of what you are looking for from both a member and credit union perspective. Evaluating your current portfolio and noting what services you are satisfied with, and what you want to include in the future is a great exercise because the ideal time to add new services is at the start of a new agreement. Be sure to ask what features and functionality that you don’t currently have are on the proposals that you receive.
  4. Reputation Cost of Poor Service – Established service level agreements for optimal staff and member experience can make a big difference in the credit union and member experience. Low quality service can have a profound effect on your credit union’s reputation. The cost of bad service should be considered when choosing a partner, because not all costs are seen directly on the balance sheet.
  5. It’s All About Connections – In a digital-first world, ensuring all your member access points and delivery channels work seamlessly is a must. Ask for demos and API integrations with core, mobile and online banking providers. Members are looking for all the functionality of the major card brands, so determine how your card could match up.

There isn’t a one-size-fits-all approach to evaluating your payments partnership, but there are key components that should be measured when evaluating your current payment offerings and in considering a future partnership. LSC takes a consultative approach to the payments partner evaluation process, and can help you understand what to look for in all proposals, including our own. We invite you to contact us at 1-800-942-7124 to learn more.

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Credit Union Members Collecting Data to Speed Up Property Valuation Process

Aside from the lack of inventory, the booming housing market has revealed a lack of property appraisers. This problem has resulted in longer turn-times and higher costs. Clarocity has found a workaround. We engage the credit union members to collect photos and provide data about their property. They submit the Geo location-tagged and time-stamped photos to the appraiser who uses the photos and MLS data to complete an accurate valuation in half the time of a normal appraisal. 

See attached PDF. If you have questions or would like to see our robust suite of mortgage lending products, please click the link below to schedule an introduction call.  

Click to Schedule an Introduction

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Three ways to reach Gen Z

Deliver engaging financial education on young adults' smartphones using gamification and embedded incentives. 

By Bolun Li, CEO and co-found of Zogo, a CUNA Strategic Services alliance partner 

Four years ago, I was forced to attend a one-hour workshop at my high school. The teacher walked in and started droning on: “Today, we’ll learn about budgeting, saving, and investing…” 

Most of my friends dozed off or started talking to each other—some played on their phones under the table. 

At the end, I was handed a flyer that said something like, “Open an account and get $20.” I don’t remember the name of the bank that provided the lesson, and I’m pretty sure I saw students using the flyers to build paper airplanes.

Needless to say, I didn’t walk out of that class interested in the world of finance. 

Every year, credit unions invest millions of dollars sponsoring financial education in the classroom to build building brand awareness among younger generations. But are these efforts effective? 

The way that financial concepts (401ks, IRAs, etc.) are being delivered is boring for young adults. Sitting in a classroom and paying attention to a lecture for hours is practically impossible. I know this because I was one of those students just a few years ago. 

Credit unions want to connect with Generation Z (those born after 1996) and attract their next generation of members. But are they connecting with young adults in relevant and engaging ways? 

While at Duke University, a couple of friends and I decided to tackle this problem with one of our university’s world-renowned behavioral scientists. The solution we found to engage with Gen Z: gamification. 

Here’s why this approach should be a critical consideration for credit unions and their Gen Z members: 

  • It’s mobile-friendly. To reach Gen Z, you have to meet them where they want to be met—on their smartphones. They typically spend more than four hours per day on their phone.
  • It’s bite-sized. Like everyone else, Gen Zers have busy schedules and limited time to pay attention. Content delivered to this generation must be bite-sized.
  • It provides embedded incentivization. The gaming industry is projected to be a $94 billion industry in 2024, and 90% of Gen Zers classify themselves as “gamers.” Consider how to use incentives and gamification to reach this generation. 

At Zogo, for example, we built our app so users earn points (in the form of pineapples) as they complete lessons. They can redeem those pineapples for rewards such as gift cards and deposits from a financial institution that sponsors their experience. 

The oldest Gen Zers are approaching their mid-twenties this year. Gen Z will be an increasingly critical part of credit unions’ members base in the years to come, and credit unions must consider this generation in their marketing strategies. 

Here are three ways to incorporate gamification principles and Gen Z preferences into your strategy: 

  1. Evaluate your marketing plan. Does it include strategies or tactics to reach new and younger members? If not, set aside part of your marketing budget to tackle this opportunity. The return on investment will be well worth it.
  2. Examine your product offerings. Do your middle-aged members have a way to include their children in their family’s relationship with your credit union?
  3. Offer Gen Z value in their native digital environment. Ninety-five percent of Gen Zers own a smartphone. Are you reaching them on their phone or in the classroom?  

By connecting with young adults today, credit unions can build the next generation of members and ensure success for years to come—or they can risk aging along with their oldest members.

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THINK 21 Series

Get ready to Rethink Everything

You’re invited to join CO-OP Financial Services this year as they continue to transform their industry renowned in-person THINK event into a complimentary virtual event series.  

Returning host Jean Chatzky, fellow credit union executives, industry experts, and distinguished change agents will dig into why there’s never been a more important time to rethink everything. The four-part virtual series will unpack: 

  • Unique ways to measure your P&L and to propel growth 
  • How to best serve members today 
  • Ways to turn powerful data into hyper-personalized experiences 
  • How to leverage the unrealized power of payments  

Altogether, helping transform your credit union into the “Business of Member Experience.”   

REGISTER NOW

As a backdrop to each event, the experts at EY and CO-OP will unpack exclusive member research bringing to light surprising, unmet consumer needs and significant opportunities for your credit union’s growth.

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Upcoming Webinars

To register for any of these webinars, please go to https://www.cunamutual.com/resource-library/webinars

Navigating The Regulatory and Compliance Landscape**

5/19/2021 1:00 PM (CT)
As regulations across the financial services industry evolve, credit unions are working to understand and revamp compliance initiatives. To better manage this changing landscape, join us as we discuss some common themes, changes, and potential implications in the ever-changing regulatory and compliance landscape.
Register at the Protection Resource Center(opens in a new window) | Download 2021 Schedule(opens a PDF in a new window)

**To attend this webinar, your credit union must be a CUMIS Bond Policyholder.

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