In today’s competitive financial landscape, credit unions are uniquely positioned to lead with purpose. Their deep community roots, member-first values, and commitment to financial well-being set them apart. But in a market defined by digital expectations and shifting demographics, values alone aren’t enough. Growth demands strategy, and execution.
That was the central theme of our October webinar, Leading with Payments to Acquire New Members, where industry leaders came together to explore how credit unions can turn payment products into powerful acquisition engines.
The Opportunity: Younger Members Are Ready
Data from across the system is clear: Gen Z and younger Millennials are engaging faster and more deeply than ever before. They’re digital-first, value-driven, and actively seeking financial partners who align with their goals.
Credit cards are often their first financial product, and the first step in a lifelong relationship. In fact, credit unions that invest in payments innovation see 70% higher net income than those that don’t. That’s not just a statistic, it’s a call to action.
From Strategy to Activation
Greg Feniak, CMO at Collabria, emphasized that payments aren’t just transactional, they’re transformational. When embedded into a credit union’s growth strategy, card programs can deliver loyalty, engagement, and long-term value.
Our partner-led campaign calendar for 2026 reflects this shift, offering quarterly activations and a 50/50 funded youth acquisition campaign designed to meet younger members where they are, with the right product, at the right moment.
Data-Driven Targeting
Larry Filler from Environics Analytics shared how segmentation tools like PRIZM can help credit unions identify high-potential member groups. For example, “Young Up & Coming” households - diverse, educated, and digitally engaged - represent a prime opportunity for credit card acquisition and broader financial engagement.
By aligning marketing efforts with these insights, credit unions can move from passive outreach to proactive growth.
Real Results: Alterna’s Youth Strategy
Kim Moseley from Alterna shared how her team transformed their credit card program into a strategic growth engine. Through staff engagement, tailored offers, and multi-channel marketing, Alterna saw:
Their success wasn’t just about campaigns, it was about commitment.
What’s Next?
As we head into 2026, the path forward is clear:
Watch the full webinar recording here