How Credit Unions Should Think About Improving the Member Experience

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The arms race for credit unions to improve the end-user experience has expanded year after year. This revolution in consumer expectations has created new incentives and challenges for financial institutions and fintechs alike. It has almost become a given that any new financial tool or service must have a sleek, modern user interface. With large banks and fintechs offering these slick and intuitive user experiences, it should be no wonder that credit unions are also deeply concerned with improving member experiences.

According to Business Insider, 61% of banks in the U.S. regarded improving customer experience as a top priority in 2022. Meanwhile, Insider Intelligence reported that improving the member experience was a top priority for 81% of credit unions. The demand for member-experience-improving solutions is undeniably high, but are credit unions using the wrong strategy to improve their members’ user experiences?