Concerns around public spaces and shared surfaces are expected to linger long after the pandemic, permanently altering branch activity and solidifying digital as the leading touchpoint. For the first time, credit unions are spending advertising dollars to promote digital banking instead of offers like mortgages or auto loans. The industry is on the precipice of a critical shift, one that brings many challenges as well as opportunities. For example, how credit unions learn about their members' financial goals, preferences and needs will have to evolve. Member information that was once learned through in-person conversations over the teller counter must now be collected in the digital domain.