It's easy for credit unions to make assumptions about Gen Y. For example, they're all techies in search of the latest gadget. The only way to grab their attention through advertising is with bells and whistles. And forget seeing them inside a branch–they only bank at ATMs or on mobile phones.
But in a recent conversation I had with John Levy, executive vice president for Integrated Media Management, a New Jersey-based provider of document output management and automation technology for credit unions and banks, I learned that offering choices–from in-branch to mobile services–is key for CUs looking to attract Gen Y members.
Just as a Gen Y member might order the same dish off the menu every time he visits a favorite restaurant, he may also stick to a comfort zone when it comes to banking activities. Maybe that's handing a check to the teller or maybe it's using robust mobile banking services. But Gen Y likes to be in the driver's seat, and they want the freedom to change their minds.
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Natasha Chilingerian
Natasha Chilingerian has been immersed in the credit union industry for over a decade. She first joined CU Times in 2011 as a freelance writer, and following a two-year hiatus from 2013-2015, during which time she served as a communications specialist for Xceed Financial Credit Union (now Kinecta Federal Credit Union), she re-joined the CU Times team full-time as managing editor. She was promoted to executive editor in 2019. In the earlier days of her career, Chilingerian focused on news and lifestyle journalism, serving as a writer and editor for numerous regional publications in Oregon, Louisiana, South Carolina and the San Francisco Bay Area. In addition, she holds experience in marketing copywriting for companies in the finance and technology space. At CU Times, she covers People and Community news, cybersecurity, fintech partnerships, marketing, workplace culture, leadership, DEI, branch strategies, digital banking and more. She currently works remotely and splits her time between Southern California and Portland, Ore.
