As we navigate through an era of rapid change and economic uncertainty, credit unions stand at a critical juncture. The future beckons with both challenges and unprecedented opportunities, but by embracing innovation and focusing on member-focused services, credit unions can remain relevant and impactful in a space where consumers are quick to embrace brands with the most marketing dollars. As an industry we need to take a look at our current members, meet their needs, anticipate their future needs and seek out a new generation of members.

As we look to the needs of members in the next decade, the success of credit unions hinges on the ability to merge technological advancements with personalized service. You don't need me to tell you that members want digital access to their accounts, but they also desire trained staff to help them solve problems or better address their unique financial needs. Credit unions have historically always been better at personalized help than at leading in digital innovation. This is where leaders need to rethink the balance between the two and invest in digital tools and technology. Integrating artificial intelligence into operations will be crucial, allowing staff to focus more on member service rather than on mundane tasks or complex decision-making processes.