Credit unions trying to attract younger members now face a generation that expects personalized digital tools and is willing to walk away when it does not get them.
The “Digital-First Retention Playbook: Winning Gen Z Loyalty at Credit Unions” report lays out a portrait of a cohort that sees itself as navigating a tougher financial landscape than older groups while demanding fast, relevant and tech-forward service from its financial institutions.
The report, produced by PYMNTS Intelligence in collaboration with Velera, finds that Gen Z’s expectations are rising at the same time that their willingness to switch providers is accelerating. This is the tension confronting credit unions. It is real.
According to the report, Gen Z members are digital-first consumers who still move comfortably between online and in-person channels. They want personalization, real-time guidance and tools that match their habits and values. They also want financial partners who communicate in ways that feel authentic to them.
Those preferences are forming earlier than they did for previous generations, and they are forming fast. That creates both peril and opportunity for credit unions seeking long-term relationships.
- Gen Z members are more than twice as likely to consider leaving their credit unions, at 36%, compared with 14% for consumers overall.
- Seventy-two percent of Gen Z respondents say they face financial hurdles that older generations do not, reinforcing their desire for self-directed, tech-powered tools.
- Sixty-two percent of Gen Z consumers are open to using AI for “what if” financial planning, a signal that generative AI is shaping their expectations for real-time advice.
The study also finds Gen Z’s financial behavior is shaped by a search for control amid uncertainty. Many turn to family members and financial institutions for advice, but nearly 1 in 3 say they trust digital creators on TikTok, YouTube and Instagram for guidance.
That split highlights a challenge for traditional institutions. It also shows how open this generation is to assembling financial strategies from multiple providers without hesitation. Loyalty is not a given. It must be earned.
Another finding describes Gen Z’s view of authenticity. While two-thirds prefer online tools for bill payment and card management, nearly half say they want in-person support when seeking financial advice.
That mix requires a consistent experience across channels. It requires speed, and it requires relevance. Credit unions score well among Gen Z on understanding their needs and being technologically advanced, outperforming the marks given by non-Gen Z consumers.
The report emphasizes the rise of AI as both a standard and an expectation. Gen Z members view AI as an everyday utility, not an experimental tool. They expect financial institutions to anticipate needs, offer personalized insights and deliver information quickly. If credit unions fall behind, the comparison will be immediate. Young consumers will not wait.
The findings extend beyond digital engagement, addressing trust, identity and the degree to which Gen Z wants financial partners to speak its language across social media, podcasts and mobile platforms. They also point to areas where credit unions retain an edge, including strong member service and a reputation for understanding their communities.
The report closes with a warning and an opportunity. Gen Z is poised to become the largest and wealthiest generation in history. Their expectations will redefine financial services. Credit unions that meet them where they are and speak in ways that resonate can move from vulnerability to advantage. The window is open.
Source: https://www.pymnts.com/
