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small child helping parent at the ATM Source: Shutterstock.

To remain viable, credit unions must encourage retention of family members across generations, according to a digital banking platform provider that has released a study of customer loyalty to financial institutions.

According to Chris Doner, founder and CEO of the Berkeley, Calif.-based Access Softek, the top line finding of the poll was that the vast majority - up to 90% - of credit union members are not encouraging their children to bank at their institutions.

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