Traditional banking models have been disrupted due to the pandemic, with innovation and the shift toward digital becoming the undisputed priority in 2020. One of the big questions for credit unions is, how can they win in 2021? For many, a big piece of that answer lies within business relationships.

Credit unions will be challenged to develop relationships with new businesses, and will need to work alongside their communities to regain their footing in this new economic environment. Economic relief efforts are temporarily keeping businesses afloat, but credit unions need to think about what comes next when short-term cash infusions reach their limits. Businesses and credit unions alike can take notes from B2C fintech's success by embedding themselves in everyday lives. Embedded finance will be the $4 trillion market opportunity that credit unions, especially, won't want to miss out on.