Katie BaileyLowering the average member age—it’s on every credit union’s strategic vision board, and for good reason. Younger generations, particularly Millennials and Gen Z, are changing the financial landscape with their digital-first preferences and high expectations for seamless online experiences.
These two generation groups now represent nearly 40% of the U.S. population. So yes, aiming to attract younger members is both wise and necessary. But how exactly do you get there?
FI GROW Solutions, a marketing agency that works exclusively with credit unions and community banks, explains that engaging with Millennials and Gen Z doesn’t have to be a mystery. It begins with understanding what these generations truly value: authenticity, innovation, community impact, and convenient digital experiences.
One of FI GROW’s core specialties is creating websites designed to immediately capture the attention of younger audiences and delivering a seamless and intuitive user experience. Gone are the days of clunky, text-heavy layouts. Instead, credit unions must focus on fresh, visually engaging designs that load quickly and are easy to navigate.
By prioritizing mobile responsiveness and intuitive navigation, well-designed digital experiences ensure that when a Millennial or Gen Z member, or potential new member, visits a credit union’s website—whether during a midday class break or a late-night scroll—they can quickly and effortlessly find the information they are looking for.
Next comes engaging content, as younger audiences thrive on social media platforms like TikTok and Instagram, where attention spans are short, creativity takes center stage, and authenticity is essential.
FI GROW Solutions suggests strategies that go beyond simply posting attractive visuals. They work to curate meaningful, consistent content that truly resonates with Millennials and Gen Z consumers. This could include engaging TikTok videos that simplify financial concepts, such as “What exactly is a CD?” or Instagram Reels that highlight community events supported by the credit union. When credit unions show up where younger audiences already spend their time, they naturally capture attention, spark engagement, and build lasting connections.
But capturing attention is only half the battle. Lowering your average member age means building relationships, sparking conversations, and ultimately guiding younger audiences toward membership.
The real magic happens when social content drives potential younger members back to your well-structured website, where they discover products and services tailor-made for their stage in life—like first-time auto loans, student credit cards, or FHA home-buying resources. Every marketing dollar must be spent strategically, creating a lasting impact that moves the needle down on your average member’s age.
FI GROW Solutions partners with credit unions to embrace innovation and connect with Millennials and Gen Z by meeting them where they already are online. For credit unions ready to take the next step, FI GROW Solutions is a trusted vendor and partner dedicated to making this vision a reality.
