Many industries are grappling with how to build loyalty amongmillennials, but perhaps none face as many challenges as thefinancial industry does. With an addiction to mobile and digitalservices, a voracious appetite for rewards programs and strongaversion to fees, Gen Y has left many financial institutionsscratching their heads.

As the industry triesto catch up to changing consumer demands, it's not surprising thatan Accenture survey of more than 4,000 retail banking consumers inthe United States and Canada showed 18% of millennials switchingfrom their primary bank in the previous 12 months.

While millennials want innovative and convenient ways to managetheir money, they are still concerned about the safety andsoundness of their finances, and they need help finding the happymedium. Credit unions should seize this opportunity to step in astrusted financial advisors to this segment.