Brett Wooden, FI Software Strategist, Buildable
On April 29th, I found myself surrounded by thousands of screaming teenage girls at the sold-out Pasadena Civic Center, attending the Sturniolo Triplets’ Surprise Party Tour with my 15-year-old daughter. I wasn’t their typical fan, but by the end of the night, I wasn’t just impressed by the energy and engagement; I was inspired.
For those unfamiliar, the Sturniolo Triplets (Nick, Matt, and Chris) are social media sensations with over 7 million YouTube subscribers and a devoted following of Gen Z teens. Their content blends humor, relatability, and authenticity, qualities that have built deep loyalty among their fans.
But their live tour wasn’t just a casual fan meet-up. It was an expertly crafted, shared digital culture experience brought into real life. The night included live “Group Chats,” real-time storytelling based on funny text messages between the brothers. They hosted “Anonymous Confessions,” reading aloud submissions from the audience, with some lucky attendees even getting to answer follow-up questions directly from the triplets.
Then came the surprise finale: a video stunt where one of the brothers flew in a stunt plane, pulling off barrel rolls and dives while narrating the experience to the crowd’s delight.
Every moment was amplified through phones and social media. Fans live-streamed and captured footage for TikTok and documented the evening through Instagram Stories. The merch tables sold out, with thousands of dollars exchanged in minutes. The atmosphere was electric, participatory, and entirely driven by the community the triplets have cultivated online and offline.
And here’s what struck me: this is what relevance looks like in 2025.
Credit unions frequently talk about the need to attract younger members. We launch financial wellness programs, create mobile apps, sponsor campus events, and occasionally offer checking account giveaways. But are we genuinely speaking the language of Gen Z? Are we engaging them where they already gather and listen?
Too often, the answer is no.
Gen Z doesn’t just want a financial institution. They crave belonging, authenticity, and connection. They’re seeking experiences and relationships, and those are being provided by influencers, creators, and digital personalities who combine entertainment, education, and a sense of community. These influencers are not merely selling products; they’re building tribes.
Imagine a credit union teaming up with a local influencer not to host a dry webinar about compound interest but to launch a custom merch drop, create behind-the-scenes content, or hold a live-streamed Q&A that directly connects financial empowerment to the culture Gen Z already lives and breathes.
It’s not about simplifying or “dumbing down” financial education. It’s about integrating into the ecosystems where young people already spend their time and attention. It’s about showing up, not waiting to be found.
So, here’s your homework:
- Find a popular Gen Z influencer, national or local.
- Watch their YouTube videos or TikTok livestreams.
- Browse their merch (and yes, buy something).
- Visit their social feeds and really read the comments and look at what resonates.
- And if you’re truly brave, attend a live event.
Because until you’ve sat in a Civic Center full of teens who just get it, you may not fully grasp what credit unions are missing out on.
You’ll witness a level of engagement, trust, and emotional connection that most brands (especially financial institutions) struggle to achieve. But it is possible.
Credit unions have always stood for community, belonging, and helping people thrive. Those values align perfectly with what Gen Z is looking for. We just need to deliver them in ways that fit today’s cultural dynamics.
It’s time we stop waiting for the next generation to “find us” and start showing up where they already are. Growth in 2025 and beyond requires embracing influence, not just education.
The Sturniolo Triplets showed me that firsthand. The question is: Will credit unions take the stage, too?
1 thought on “What the Sturniolo Triplets Taught Me About Credit Union Growth”
Love this. My Tik Tok has been flooded with young financial, economic, and political influencers advocating for Credit Unions as the FI of choice for American consumers for MONTHS. Especially inspiring, is their advocacy is often for the smaller Credit Unions due to their continued deep community roots. The CU Tik Tok dances and trends are fun to watch, but maybe we can try stitching some of these influencers videos with relevant info too!