A simple truth lies at the heart of a credit union’s mission: A member’s loyalty is earned, not given. Attracting and retaining members is, therefore, an ongoing and central priority – credit unions’ growth, profitability and prominence in the communities they serve depend on it. In a world where large commercial banks often appeal to customers with sophisticated, feature-rich reward programs, credit unions can either emulate those strategies or carve out their own approach that speaks directly to their members’ desire for everyday value and meaningful benefits.

According to Consumer Affairs, 48 million Americans used a car rental service in 2023, up 19.4% from 2022. Introducing car rentals into their rewards portfolios gives credit unions a way to tap into this demand, as well as a straightforward means to meet members' demand for practical, everyday value. This addition strengthens member satisfaction and engages them with rewards that fit naturally into their daily lives and routines.