Evolving threats and identity theft fears are fueling demand for in-house protection—giving credit unions a chance to build trust and support financial wellbeing by empowering members as data defenders
As cyber threats grow more frequent and sophisticated, trust in financial institutions is being tested, especially among credit union members. Aura today announced new research uncovering shifting member expectations around cybersecurity. It reveals a clear opportunity for credit unions to offer identity and digital protection services that deepen trust and engagement, and fulfill credit members’ increasing interest in becoming data defenders against scams and fraud.
In 2025, the National Credit Union Administration (NCUA) named cybersecurity a top supervisory priority, warning that increased reliance on digital systems raises the stakes for fraud, data breaches, and reputational harm. Aura’s latest research confirms that credit union members are not only aware of these risks but also expect their financial institution to take an active role in protecting them.
Meeting the Moment: Digital Safety as a Core Service
Today’s credit union members aren’t just looking for traditional banking, they’re seeking a trusted partner in safeguarding their digital lives. Aura’s proprietary survey of U.S. banking customers1 revealed that member expectations around cybersecurity and identity protection are high:
- 90% of credit union members are deeply concerned about the impact of identity theft on themselves or their families.
- 80% believe it’s their credit union’s responsibility to protect their personal information and identity.
- 67% would use an identity protection product if it were offered through their credit union.
- 72% said they’d be more likely to trust and adopt such a product if it came from their credit union rather than a third-party provider.
But trust, while a key strength of credit unions, also comes with vulnerability.
Trust Is an Asset—But Not a Guarantee
Research conducted by The Harris Poll on behalf of Aura shows that while many members still view credit unions as safe, confidence varies:
- Fewer than half of all credit union members see credit unions as more secure than traditional banks.
- A generational gap in trust is also evident: 59% of adults aged 35–44 feel confident in credit union security, compared to just 37%of members aged 55+.
- And with high-income households and homeowners making up a sizable portion of the credit union base, these members have more at stake—and higher expectations for digital protection.
Strategic Opportunities to Build Member Trust and Loyalty
Aura’s research points to three strategic opportunities for credit unions to meet rising member expectations:
- Redefining Core Services: As concerns about identity theft and digital privacy grow, members increasingly view security as a fundamental service, not a perk. By embedding identity protection and cybersecurity into their offerings, credit unions can align with this shift and deliver on a critical member need.
- Serving High-Stakes Households: A significant portion of credit union members, particularly high-income households and homeowners, have more at risk and are actively seeking ways to safeguard their financial and digital lives. Comprehensive protection tools help credit unions better serve this audience, reinforcing their role as trusted, long-term partners.
- Delivering Holistic Protection Across Life Stages: Aura has consistently found that online protection is required at every stage of life. Its AI-powered platform enables credit unions to offer proactive, easy-to-use cybersecurity solutions for individuals, families, and aging loved ones. This helps institutions stay ahead of evolving member needs while deepening trust and loyalty over time.