Millennials are the key to growing credit union membership, but many financial institutions may be missing the mark as they search for ways to connect effectively with the sought-after generation, according to a recent study.

In its recent semiannual Banking Outlook report, which surveyed 2,000 consumers of various ages and 556 financial services leaders, Chicago-based research and analytics firm BAI found that most new customers of financial services organizations are millennials. However, financial institutions may be falling short on marketing to millennials and offering tools and services they really want

Tina Orem

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