Competition is fierce between banks and credit unions for Gen Y consumers born between the early 1980s and 2000s and, it is getting more so as new services, products and technologies seem to change the market environment daily.

How can credit unions take advantage of their traditional strengths to attract Gen Y members? At least three credit unions – the $12 billion BECU in Tukwila, Wash., $2.2 billion Redwood Credit Union in Santa Rosa, Calif., and the $1.7 billion Georgia's Own Credit Union in Atlanta – are successfully reaching out to young people with programs tailored to their needs and lifestyle.

BECU

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