Here are select takeaways relevant for credit union leaders and marketers planning strategies for 2025:   

1. Consumer Product Trends: Investment and Savings Continue to be Priorities 

According to U.S. publishers surveyed, 25% expect investment products to be the most demanded, and 21% believe savings products have the most significant growth potential.   

Credit unions looking to understand which products will help drive net new member acquisition can look to savings and wealth solutions. These products will continue to be in high demand and is a great entry point for members to get to know your credit union. In order for these campaigns to be effective, it is important that product features are relevant and competitive in market.   

2. Business Product Trends: Loans Still Growing Vertical 

The report also highlights an anticipated increase in demand for business loans, according to 50% of U.S. publishers. This represents an opportunity for credit unions known for offering lower rates and personalized services.  

Affiliates specializing in small business finance can be valuable partners for credit unions looking to enhance their business loan offerings. By leveraging affiliates’ expertise and audiences, credit unions can reach and support small business owners needing financing, strengthening their position within local communities. 

3. Anticipated Challenges for Affiliate Marketing in the Financial Sector 

Economic uncertainty and changing search engine algorithms are top concerns among U.S. affiliates in the financial sector. Many affiliates are exploring alternative marketing strategies to adapt to these challenges, including diversifying their marketing channels to video content and email marketing. Credit unions looking to build partnerships with affiliates will have an advantage when taking a long-term, diversified approach. For example, commit to experiment promotions across multiple products to identify the best performing opportunities and combat uncertainty in market.  

4. Cost-Effective Acquisition and Brand Credibility: Key Benefits for Credit Unions 

According to the report, 46% of U.S. affiliates emphasize cost-effectiveness as a primary advantage for financial institutions using affiliate marketing. Additionally, affiliates can boost brand credibility, cited by 23% of affiliates surveyed. 

With lean marketing budgets, credit union marketers often face challenges achieving efficient acquisition results when depending on channels like search and display. Affiliates typically work on a results-based cost per account model, which can give credit unions greater predictability of spend, and also build credibility by providing high-value reviews and inclusion in comparison articles. Helpful tip – affiliates work best when products are available nationally, so consider opening up acceptability for certain products to a wider audience.  

Final Tips to Credit Unions From Finance-Focused Affiliates 

For credit union marketers looking to explore or scale their affiliate marketing efforts, affiliates surveyed shared top tips for success: 

• Select the right partners: Choose affiliates who create relevant content and are motivated to work in a performance-driven environment.  

• Empower affiliates: See affiliates as part of your team and share your best practices and marketing resources with them to get better results.  

• Offer competitive Cost Per Acquisition (CPA): Publishers in the U.S. emphasize that offering a suitable CPA fee can drive more meaningful growth for financial brands.