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In a recent episode of the CUInsight Network, host Robbie Young sat down with returning guest and MeridianLink’s Vice President of Product Management, Wes Zauner, to discuss one of the most urgent opportunities facing credit unions today: how to attract, onboard, and retain the next generation of members in an increasingly digital-first world.
A year after their previous conversation on digital progression, Wes returned with more insights on how credit unions’ priorities and members’ expectations have evolved. He offered a practical roadmap for staying competitive, touching on everything from instant decisioning and personalized offers to why automation is so essential.
The five pillars of digital progression still matter, and the expectations have only intensified.
Last year, Zauner identified five areas essential to digital transformation in banking: process automation, member experience, share of wallet, data centricity, and instant decisioning. These same pillars still dominate strategic conversations, and member expectations around them have sharpened dramatically.
Credit unions increasingly recognize that the “digital front door,” or the very first touchpoint a prospective member has, can determine whether a relationship begins at all. Consumers, especially digital-native younger generations, expect:
- Fast, frictionless onboarding
- A seamless shopping experience across products
- Real-time responses—not days-long delays
“Gone are the days of submitting an application and hearing, ‘Thank you for your interest. We’ll get back to you in a few days,” Zauner explains.
For today’s applicants that is their trigger to go somewhere else and get the real-time service they’re looking for. And when you look at what it actually takes to deliver that experience, you quickly realize it depends on a strong foundation of automation, real-time data, an advanced decisioning engine, and streamlined workflows—all working together to support a smooth end-to-end lending and onboarding process.
So, if your credit union focuses on one thing in the next year, make it automation.
When asked which best practice credit unions should prioritize over the next few years, Zauner’s answer was clear: go back to basics and “major in the majors.”
And at the center of that approach is automation. It’s what allows members to get what they need quickly, easily, and without ever leaving the credit union ecosystem—something that’s powerful for both acquisition and long-term retention.
To make meaningful progress, credit unions should take a close look at:
- Which repetitive tasks can be automated
- Where manual bottlenecks slow member experiences
- How technology can increase speed without sacrificing governance
- How to embed personalized offers into every workflow
Doing this well can lead to higher conversion rates, deeper member relationships, increased deposits, and more meaningful interactions.
As credit unions automate, it’s equally important to understand who they’re building for.
One of the most pressing realities is the shifting makeup of the member base. As Zauner points out, the average credit union member is 55, while the average U.S. consumer is 37.
This creates both a warning and an opportunity. Today’s consumers—across every age group—expect speed, personalization, and seamless interactions. Credit unions must find ways to stay relevant to digital native members while still nurturing the strong personal connection valued by members who prefer a phone call or in-branch conversation.
But several obstacles stand in the way:
- Paper-heavy, manual processes — These can’t keep up with the real-time digital experiences younger consumers expect.
- Products not tailored to early-stage financial consumers — Credit unions need to rethink offerings to stay relevant to those just beginning their financial journey.
- A lack of a cohesive digital transformation roadmap — Many institutions know change is necessary but struggle with where to start or how to prioritize.
Zauner emphasizes that transformation doesn’t have to mean “boiling the ocean.” Instead, it’s about aligning your strategic efforts with the needs of the members you want to serve. And this is where credit unions naturally shine. Their deep local knowledge and strong community ties give them an advantage larger institutions simply don’t have.
By leaning into these strengths—whether by focusing on local college students, young families, or other niche audiences—credit unions can create targeted, relevant experiences that clearly set them apart from national banks and fintech competitors.
Technology plays a pivotal role in helping credit unions grow and retain their members.
Digital transformation in banking isn’t just about flashy front-end experiences. It’s about building unified, automated, member-centric processes that empower both members and staff. Every application or account opening marks an important financial milestone. The technology behind that doesn’t replace human touch, it enables staff to bring that personal connection to the moments that matter most.
Zauner highlights several ways the right technology delivers real, measurable value:
- Streamlined digital onboarding — Automation removes friction, shortens decision times, and delivers the fast experiences consumers now expect.
- Personalized offers across channels — Real-time data allows credit unions to present relevant recommendations at just the right moment.
- Consistent compliance and governance — Digital workflows reinforce policy and reduce errors, even as volumes and teams grow.
- Happier staff, happier members — When automation takes care of repetitive tasks, staff can focus on meaningful interactions and guide members through major financial decisions with empathy.
Wes leaves credit union professionals with an important reminder.
As the conversation closed, Zauner offered a heartfelt message for those working inside the industry: be proud of the work you do.
“It’s humbling to be a part of that sort of momentum within the credit union movement. We’re happy…to have such great partners with institutions that are doing such good for their communities,” Zauner says.
Credit unions are uniquely positioned to support members through pivotal financial moments, especially during seasons like the holidays when financial pressure is often top-of-mind.
For more of Wes’ insights—including a lighthearted rapid-fire segment where he shares more about himself—check out the full episode.
