By Mart Vos, CEO, Eko
Credit unions aim to be their members trusted financial partner, yet many struggle to achieve true primary financial institution (PFI) status – where the member conducts the bulk of their financial activity. Failing to be the PFI threatens loyalty, growth, and long-term relevance in a competitive landscape. Why is this happening, and how can credit unions win the primary relationship back?
This shift is largely driven by intense competition from digital-first fintech’s and gaps in the credit union's own digital experience or range of integrated services.
Despite member trust, credit unions often lose the primary role due to:
Achieving primary financial institution status is non-negotiable for credit unions seeking long-term success. Being the member's main financial hub is crucial because it fosters deepened loyalty, significantly reducing member attrition. Furthermore, it leads to an increased share of wallet, driving essential loan and deposit growth for sustainability. Holding the primary relationship also provides valuable data insights into members' complete financial picture, enabling better service, risk management, and effective personalization. Ultimately, PFI status builds competitive strength, making members more resilient to offers from banks and fintech’s and securing the credit union's position in the market.
First and foremost, credit unions must deliver a superior digital hub. This means investing beyond basic online banking to create a truly seamless, integrated, and intuitive online and mobile platform that acts as the member's central command center. Key elements include a unified login, effortless navigation, a mobile-first design optimized for speed and reliability, and increasingly, personalized insights and offers. Achieving this level of digital excellence is no longer optional; it's table stakes for competing effectively.
Secondly, credit unions need to offer essential integrated services that cater to the member's entire financial life, accessible within that digital hub. This goes far beyond traditional checking and savings. Offering integrated services directly combats the fragmentation caused by specialized fintech apps and meets member expectations for a one-stop financial shop. Digital investing for example is vital for attracting and engaging younger demographics and deepening the overall relationship.
Finally, achieving this transformation quickly and cost-effectively often necessitates embracing strategic partnerships. Developing every cutting-edge technology in-house is impractical for most credit unions. Collaborating with specialized providers grants access to expertise, accelerates time-to-market for critical features like investing or advanced payments, reduces the internal development burden, and allows credit unions to offer best-in-class solutions that are tightly integrated into their core platform. Smart partnerships are key to agility and maintaining competitiveness in today's rapidly changing environment.
To truly thrive and serve their members as the primary financial institution, credit unions must decisively act on the strategies discussed. Delivering a superior digital experience, offering essential integrated services like accessible investing, and embracing smart partnerships are no longer optional – they are fundamental. The key now lies in effectively implementing these approaches to meet modern member needs and secure a strong future.
Implementing a seamless, competitive investment tool quickly often requires collaboration. Partnering with fintech providers specializing in the unique needs of credit unions can rapidly bridge the technology and capability gap. For instance, solutions provider Eko offers integrated investment platforms designed specifically for the credit union environment.
Platforms like Eko help credit unions deliver what members want by enabling them to:
By leveraging such partnerships, credit unions can quickly launch and scale competitive digital investment services that members will find valuable and easy to use.
Connect with Eko to learn more.