The Biz with Liz
As credit unions continue to navigate a complex economic landscape, member engagement has never been more critical. But I’m not here to rehash the headlines about rising interest rates, inflationary pressures, and fintech competition—you already know all that.
What we’re seeing now is a clear distinction: Credit unions that are prioritizing digital engagement, personalized service, and proactive communication aren’t just surviving—they’re thriving.
In uncertain times, members turn to trusted financial institutions for guidance and reassurance. That’s why strategic outreach efforts, like personalized welcome calls and digital engagement nudges, are proving to be game-changers in retaining and deepening member relationships.
And here’s something else you’ve likely noticed: The movement toward credit unions is gaining traction.
Social media is fueling a growing trend encouraging consumers to move their money from big banks to credit unions. As recent government actions put FDIC, CDFI, and NCUA protections in the spotlight, more consumers are paying attention to what these terms mean—and how their financial institution is structured to serve them. People are listening—are you speaking?
Now is the time to leverage this momentum. What if you:
- Posted financial wellness tips that educate members?
- Sent out timely educational content via online banking, email, or SMS?
- Reposted vetted content from credible financial influencers?
- Encouraged your team to do the same, amplifying your message?
Remember “The Rule of 7”—it takes multiple touchpoints to make an impact. The media is already doing the heavy lifting—your job is to amplify it.
This month, we’re highlighting two key strategies that are helping credit unions enhance trust, drive digital adoption, and strengthen loyalty in today’s shifting market.
Outbound Calls to New Members: First Impressions Matter
The first 90 days of membership are make-or-break—this is when members decide whether they will stay engaged or fade away. Our outbound welcome calls ensure they stay.
Why These Calls Matter:
- They eliminate confusion—members instantly know how to use their accounts, online banking, and mobile features.
- They reduce frustration—answering common questions early prevents future service calls.
- They create trust—a friendly voice checking in makes members feel like they truly belong.
- They increase engagement—credit unions see a 20-30% increase in digital adoption and stronger long-term relationships.
The Bottom Line: A single conversation can mean the difference between an engaged member and a lost opportunity. That’s the power of our outbound calls.
If you want to build lasting relationships with your newest members, make every first impression count. By leveraging CU*BASE Salestracker tools you can do this in house, quickly and easily or Xtend can make these outbound calls for you. I’d love to chat about this with you, email me if you want to know more: liz.winninger@xtendcu.com
eStatement Notifications: Digital Banking Made Easy
Encouraging members to enroll in eStatements is about more than just cost savings—it’s about providing a better banking experience. Our eStatement notifications ensure that:
- Member educations and awareness drives engagement
- Members never miss an important update
- They transition seamlessly to digital banking, making their financial lives easier
- Your credit union reduces costs and paper waste while improving member experience
Why It Works: Members who receive timely eStatement reminders are twice as likely to stay digitally engaged—which means more usage of your online tools and self-service options.
If you want to drive higher adoption, stronger relationships, and better efficiency, leverage the tools that help you do just that, and at a minimal cost.
Thank you for trusting Xtend as your partner in driving growth, engagement, and operational success!
Liz Winninger
President and CEO
Xtend