Investing and stock trading isn't typically at the top of members' to-do lists, especially young members' lists. And it's not a priority for most credit unions either. In fact, according to Hendrix Niemann, managing director of practice and wealth management services for CUNA Brokerage Services Inc., about 1,000 credit unions have the resources to hire a full-time financial adviser, and even more have the option of sharing a financial adviser with another credit union, but less than 1,000 credit unions actually offer an investment services program.

Credit unions that actively assist members with their investments, which include CUNA Brokerage Services' more than 240 credit union partners, enjoy better relationships with members, a boost in noninterest income and the opportunity to educate young people about how to take control of their financial futures, Niemann said. However, they all must first move past young members' feelings of apprehension and general lack of knowledge about investing and stock trading. 

"The main issue with Gen X and Gen Y is that they are quite skittish about what has happened in our country financially, and they are hesitant to engage in much risk," Niemann said. "People in their 20s, 30s and 40s have historically not been afraid to take on prudent investment risks in the interest of getting a return. But today, they are more cautious. Combine that with a lack of general financial literacy and the complexity of the products, and they don't want to do it at all."