Strengthening Member Loyalty Through Life-Stage Support

By Jennifer Good, SVP, Commercial Enablement and Strategic Partnerships, Homethrive

Credit unions prioritize their members. It’s part of their ethos. But member expectations are evolving, and so is how credit unions must deliver on their promise of empathetic support.

While credit union assets and loan amounts showed positive signs in 2025, membership growth continues to be a top priority. With an estimated $124 trillion set to change hands from one generation to the next by 2048, this is an important time for credit unions to attract younger generations and retain this generational wealth within their ecosystems. 

At the same time, competition from fintechs and digital-first platforms is intensifying. While these providers are reshaping expectations around speed and convenience, they often lack the personalization and support that differentiate credit unions. Doubling down on that trust will be critical to attracting and retaining the next generation of members.

Credit unions have always played a role during important life moments. Marriage, career changes, illness, caregiving, and loss all bring financial decisions, as well as uncertainty, stress, and a need for guidance.

Caregiving is a clear example. More members are stepping into this role, often unexpectedly, and the financial impact can be significant. The average caregiver spends around $7,200 per year out of pocket on caregiving expenses, which can quickly strain household finances and force families to dip into savings or retirement funds.

By finding ways to support caregivers – when and how they need it – credit unions can strengthen the financial wellbeing of their members and deepen member loyalty during some of life’s most challenging moments.

Estate planning is one place where credit unions can step in earlier and make a real difference. As caregiving becomes more common and financial lives become more complex, the need for planning continues to grow. Yet it remains something many people put off. 

​When plans aren’t in place, families are left piecing things together during already difficult moments. Documents are hard to find. Accounts can become tied up. Decisions are made without clear direction. This creates stress for families and can also create friction for the credit union.

There is also a broader opportunity. When a member passes away, it often becomes a moment when assets leave the institution. But it doesn’t have to. Credit unions that engage earlier and help families organize information, navigate planning decisions, and reduce uncertainty have an opportunity to strengthen relationships that extend beyond the member.

Estate planning is a strong starting point, but it’s just one part of the caregiving journey. By partnering with the right providers, credit unions can offer resources that make it easier to extend meaningful support to more members.

Giving members access to caregiving digital resources and 1:1 support helps them find the information they need, when they need it. Whether it’s preventing falls, navigating signs of dementia, or helping loved ones stay at home longer, this kind of support provides peace of mind and empowers better financial and care decisions. It also allows credit unions to extend the trusted support they’re known for into the caregiving journey.

After years of caring for a spouse living with dementia, one family caregiver found herself overwhelmed not only emotionally, but financially, as the disease increasingly impaired her spouse’s judgment and created significant strain on the family’s finances. Despite years of medical appointments, she said no one had prepared her for the realities of caregiving or helped her understand the behavioral changes that often accompany dementia. 

Within minutes of engaging with the platform, however, she received clear, actionable guidance tailored to the challenges she was facing at home. The experience underscored a major gap in traditional healthcare support for caregivers. In a single interaction, she shared that the platform provided more practical guidance than she had received over several years of doctor appointments.

In today’s competitive landscape, loyalty comes from going above and beyond. Credit unions that show up with meaningful support when it matters most — especially during emotionally and financially challenging life moments like caregiving — will stand out and win. By helping members navigate real-life challenges that shape financial well-being, credit unions can move beyond a transaction relationship and position themselves as lifelong partners. In doing so, they can strengthen loyalty and retain generational relationships.