The digital transaction has evolved and so have consumer expectations for how they want to interact with their credit unions. Consumers thrive on convenience and immediacy more than ever before and they can take advantage of a new level of freedom when choosing how they bank. The days when banking choices were limited to the branches within a member's driving distance are long gone. The same applies to potential members credit unions are trying to reach – they have no practical limit on their banking options and are becoming more comfortable with contact-free experiences. In this competitive environment, credit unions can begin to implement progressive and innovative strategies that will allow them to leapfrog these alternative players with next-level service. Those that deliver personalized, on-demand experiences and offer greater transparency and visibility over transactions will strengthen their competitive edge and maintain their relationship-driven culture.