A free webinar brought to you by CUNA Strategic Services and ADVANTAGE
Speakers: Barb Lowman, President, CSS; Andy Fogle, VP of National Sales, ADVANTAGE, powered by JMFA
Credit unions are investing more time, budget, and attention to attracting new members and deposit growth. But account openings only tell part of the story.
The bigger question is what happens next.
Many new checking relationships lose momentum in the first few weeks – before direct deposit is established, before debit activity becomes routine, and before members begin to see the credit union as their primary financial partner. These accounts may remain open, but they often become underused, inactive, or secondary relationships long before they show up as attrition.
Watch this replay as CSS President Barb Lowman and ADVANTAGE VP of National Sales Andy Fogle explore the activation gap that can limit the value of new checking growth and why the first 90 days are so critical to long-term relationship performance. You'll gain practical ways your credit union can measure early engagement, identify accounts at risk of dormancy, and build stronger pathways from account opening to active, primary member relationships.
Key takeaways include:
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Why account openings alone are an incomplete measure of checking growth
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How the first 90 days influence direct deposit, transaction activity, engagement, and retention
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The early warning signs that a new account may become inactive or secondary
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What credit unions should measure to better understand account quality, activation, and early relationship value
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Practical ways to close the gap between new account acquisition and long-term member value
Designed for credit union leaders who want clear, data-informed ways to turn new checking growth into active, lasting member relationships.
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