Client Voices: Focus on the Member
Credit union executives from Allied Solutions’ Advisory Board share proven strategies for engaging Generation Z. The discussion highlights digital innovation, community involvement, and the importance of trusted partnerships in meeting the expectations of this influential demographic.
Allied Solutions’ Senior Vice President (Western Region), Nikki Warner, led a panel discussion with three members of Allied’s Advisory Board: Jeff Kennedy, retired CEO; David Tuyo, President & CEO of TwinStar Credit Union; and Steve O’Connell, President & CEO of California Credit Union. Together, they shared strategies for engaging Generation Z, a rapidly growing and influential demographic.
Engaging Generation Z with Digital Tools
The average credit union member is 50 years old. Competing against 10,000+ fintechs that excel at attracting Gen Z, credit unions face an uphill battle in meeting the needs of this digital‑first generation. So, how can they bridge the gap and connect with 13‑ to 28‑year‑olds?
“We try to understand [the Gen Z] member journey: Where are they in life? How do they speak to us?” said Steve.
David added, “[At TwinStar] we are intentional about our digital design. We automate and elevate, which is what Gen Z wants: a self‑service experience that is flawless and effortless.”
Some credit unions, like TwinStar, lean heavily into digital, while others, like California Credit Union, invest in branch networks and blend in‑person and digital experiences. Regardless of approach, those that prioritize personalized, high‑touch service are best positioned to meet the financial needs of the iGeneration.
Getting Involved in the Community
Offering community volunteer opportunities to employees gives them a voice, one that naturally resonates with Generation Z. Beyond digital convenience and tools, Gen Z wants to be part of something meaningful and impactful. They gravitate toward causes that align with their values.
“If we don’t tell the [credit union] story, someone else will,” said Jeff.
Credit unions must take, and create, every opportunity to share their story and explain why they are the better choice.
The Trust Factor
The group acknowledged that while credit unions are developing stronger technology, fintechs often bring solutions to market first. Staying competitive may require strategically outsourcing certain capabilities to meet shifting member expectations.
“There are a lot of vendors out there, but there are few trusted partners,” said Jeff, emphasizing that Allied is more than a vendor.
Outsourcing alone isn’t enough, it’s about collaborating with trusted partners, being transparent about challenges, and working together to find solutions.
About the Allied Solutions Advisory Board
Allied Solutions’ Advisory Board is made up of respected industry leaders who amplify the collective voice and mission of credit unions nationwide. Their insights help shape the recovery solutions Allied brings to market and demonstrate how the right tools, at the right time, reduce overall risk.