Credit unions have always been built on trust. It’s often the deciding factor when members choose a credit union over a big bank or online option, and it’s why they stay for the long haul. But today, with rising fraud, rapid tech changes and generational shifts, trust can’t be assumed anymore. It has to be actively earned.
And earning it is harder than ever. Trust no longer rests on friendly service or lower fees alone. It’s about consistently proving to members that their financial well-being truly comes first. So, how can credit unions deliver on that promise?
Start with Personal Connections
Money is personal, so members want to feel like more than just an account number. Genuine conversations during routine transactions and seeing the same familiar tellers each visit can go a long way toward increasing member trust. During the pandemic, when these face-to-face interactions were limited, many people realized just how important those connections are.
Even in today’s digital banking world, personal touches still matter. A friendly reminder, a new feature alert or a birthday message signals that members are seen and valued. Small gestures add up and reinforce relationships.
A 2025 J.D. Power Credit Union Satisfaction Study confirms that credit unions outperform banks in every measured category, including problem resolution and people-focused service. Regular contact keeps those strengths front and center and keeps trust growing.
Build Trust with Financial Safety Nets
Trust also comes from knowing your financial institution has your back. Surveys show that 69% of consumers rank fraud protection as a top factor when choosing a financial provider. With nearly half of credit unions reporting an increase in fraud attempts in 2024, heightened security isn’t just an internal concern—it’s what members expect.
But financial safety isn’t just digital. Members want support for life’s inevitable bumps. Transparent, fair overdraft protection and short-term, small-dollar lending offer quick access to liquidity and help members avoid risky, unregulated lenders. Knowing their credit union won’t leave them stranded deepens trust.
The message is clear: protecting members online and in daily life is one of the strongest ways to earn loyalty.
Even in a digital world, genuine relationships keep members feeling seen, safe and valued.
Increase Value with More Perks
Perks that save time and money are top factors in choosing a financial institution. Prescription discounts, roadside assistance and similar benefits make a real difference and show members added value beyond standard banking services.
Traditionally, perks have been tied to credit cards, but not all members qualify for or want one. Debit rewards programs with tiered benefits can reach more members and earn top-of-wallet status. Fully automated programs make it easy for credit unions to deliver extra value for members while creating new revenue streams for themselves.
Encourage Personal Referrals
Big banks attract customers with flashy gifts and cash bonuses, but these promotions often lead to high churn: people sign up, collect the reward and leave. Credit unions, with smaller marketing budgets, usually can’t compete in that arena, but they have an even better acquisition tool: word of mouth.
Trust isn’t bought; it’s earned. For credit unions, word-of-mouth referrals are invaluable. A referral shows that a member feels supported and trusts their institution enough to recommend it to family and friends. It also brings in new prospects who are more likely to fully onboard and stay. These referrals carry more weight than any sign-up promotion.
Credit unions can encourage referrals by making the process easy, convenient and rewarding for members of all ages. Providing multiple digital options like email, text or social media makes sharing effortless, while a personal thank you reinforces the bond with referring members.
Stay Connected to Stay Top of Mind
Trust isn’t permanent. Once earned, it has to be maintained every day. Members need to be reminded that their credit union offers valuable tools to help them save, budget, borrow and learn.
With data optimization and audience segmentation, you can send targeted mobile alerts to members about account features they’re not using, offer educational workshops or share member testimonials that resonate with their current financial situation or future goals. Each touchpoint shows that the credit union is a steady presence through every stage of life and knows its members well.
Be Transparent and Honest
Money can be confusing, especially when it comes to the fine print of financial products and services. Clear, straightforward communication is one of the simplest and most overlooked ways to build trust. Members want jargon-free explanations, honest conversations about risks and consistent follow-through.
Transparency also means addressing fees. While credit unions often offer lower fees than banks, nearly one-third of members under 40 say they might leave because of fees they were charged. Often, the issue is less about cost and more about surprise. Knowing costs upfront versus could be the difference between building trust and eroding confidence.
For example, when a representative explains overdraft protection and its benefits, the member can decide whether to use it and accept the cost, or decline and avoid potential fees. Empowering that choice builds confidence and trust.
Get Involved in Your Communities
Credit unions are, at their core, people helping people. Community engagement still sets them apart from other, less personal banking options. Whether it’s sponsoring a local youth program, staff volunteering at food banks, or offering financial literacy classes, the visible support of others reinforces that credit unions are trusted neighbors.
But authenticity matters. The goal is for community members to say, “Look what our credit union did for us,” not for the credit union to brag, “Look at us!” Real word of mouth wins over self-promotion.
Authentic involvement turns members into advocates. When credit unions give back, communities take notice.
Meet Evolving Expectations
Younger generations are redefining how credit unions earn trust. For Gen Z, the top reason (29%) for opening a new account is that the institution is more trustworthy. But for this generation, trust also includes digital engagement and personalized education.
They want to see all their finances in one place, get quick answers on social media and access tools that help them feel more confident with money. But on top of the expectations of modern technology, they still value an authentic human touch.
Older generations increasingly share many of these preferences, like mobile deposit, unified views of accounts and digital tools.
Credit unions have an opportunity to blend high-tech tools with the high-touch service they’re known for, consistently meeting (and exceeding) expectations.
Continue Earning Trust
Today, 70% of consumers prioritize trust over convenience when choosing a financial institution. Credit unions have already proven themselves trustworthy; now, they have to keep earning it every day.
It’s not about having a single standout product or program. It’s about proving daily that the credit union is in its members’ corner—protecting, guiding and being there for them every step of the way. That’s how trust turns into loyalty, which leads to steady growth.
For deeper strategies on building member trust and driving growth, download our white paper, Winning the Battle for Deposits.
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Charles Baker, Director of Client Service
Charles brings with him over 26 years of executive level sales, client services and operations experience in the banking, technology, and consulting services industries. As the Director of Client Service for CSI’s Velocity team, he oversees a team of client service managers in delivering and optimizing Velocity solutions. He works closely with not only his team and the clients, but all Velocity product owners and steering committees. Since Charles’ responsibilities touch on all aspects of CSI’s Velocity products and their deliveries, he works closely with the sales team as a subject matter expert and builds the financial performance models utilized in the sales process to set expectations with the prospective client. He holds a Bachelor of Business Administration degree from Texas State University and lives in Austin, TX with his wife and two daughters.