Keep the Investing In-House: Winning back wealth management before Robinhood, SoFi, and Chime do

A free webinar brought to you by CUNA Strategic Services and Eko

Credit unions are outperforming banks on trust and satisfaction, but fintechs like Chime, SoFi, and Robinhood are quietly capturing primary banking relationships through daily-use products like investing.

In this session, Barb Lowman, President, CUNA Strategic Services (CSS), and Mart Vos, Founder and CEO of Eko Investments, unpack the data behind that shift and show credit union leaders how to use their built-in advantages (trust, pricing, relationships) to close the wealth management gap before fintechs close it for them.

Credit unions are losing ground on engagement, not membership. Fintech users log in far more often, and a growing trend of "soft switching" means members are quietly opening secondary accounts elsewhere even while staying satisfied with their credit union. The biggest opportunity lies in investment and wealth-building services, a space fintechs like Chime, SoFi, and Robinhood are using to drive daily engagement, while only a small fraction of credit union members currently use their institution for financial advice.

With an estimated $124 trillion in generational wealth set to change hands in the coming decades, credit unions have a narrow window to build relationships with younger members before that wealth, and those relationships, land elsewhere. The good news: credit unions don't need to outspend fintech on technology to win.

Key takeaways:

• Don't try to out-tech fintech – compete on trust, pricing, and relationships instead

• Investment and wealth-building services are a clear, underexploited gap worth prioritizing

• Early relationships with younger members compound into long-term loan and deposit growth

• Make this a strategic planning conversation, not just an IT initiative

Connect with Eko to learn more.