At Securian Financial, we celebrate family — from immediate families to credit union families. When it comes to personal finances, what matters most to individuals and families is similar across the generations: credit union members are worried about money and want a better financial safety net.
This is just one key takeaway from our nationwide survey of members, which we conducted in July, 2020 to support credit unions like yours. So you can gain a better understanding of the financial concerns and priorities facing your members — and gauge their interest in protection products.
Using this survey data, you can balance what has made your business model a success, with emerging trends in member concerns and behaviors.
About the study
In collaboration with a third-party consultant, we conducted an online survey of 449 current credit union members from across the United States who make decisions on household financial matters.
What members are prioritizing — and what’s keeping them up at night
Credit union members in the U.S. are prioritizing monthly expenses, saving for unexpected expenses, and saving for retirement. Their biggest financial worries are about money in general and the need to build a better financial safety net.
By understanding what this means at a deeper level for each generation, you can customize conversations with existing members — and gain new members.