smart speaker Source: Andrey Suslov/Shutterstock.

A February 2020 CU Times article, “Voice Tech Is Quiet, but Credit Unions Are Ready to Get Loud,” opened with: “It’s taking longer than expected for people to warm up to buying things with their smart speakers, according to new research.” While this may be true (depending on whose expectations you’re measuring), it’s important that credit unions not miss the forest for the trees.

With financial services, voice technology is going to be so much bigger than using a smart speaker to buy something. And its significance is so much greater than the novelty of members being able to use their Amazon Alexa or Google Home to ask, “What’s my account balance?” For credit unions, the magic of voice technology isn’t about the device … the magic is in how it transforms your members’ relationships with their money and you.

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