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It’s not just great rates and low fees that are attracting members to credit unions. After a difficult year, Americans are reevaluating how well the institutions they use and support can serve them during tough times. This is especially true for financial institutions; a recent McKinsey study found that financial strife has played a key role in Americans’ rising anxiety over the past year.

People are increasingly considering “soft factors” in their decision to use a financial institution. If they have an economic hardship or exceptional circumstance like a job loss or medical issue, will their bank or credit union work with them to make accommodations? Or does the institution only care about the bottom line?

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