A cultural shift is happening in America that aligns perfectly
with the credit union movement
It's a move toward values-based decision-making. A move away from big corporations and big banks. Americans are looking for an alternative in financial services. We need to show them that we are that alternative. This is our movement, and it is up to us to define it.
Credit unions have made collaborative banking a successful way of life for millions, while offering first-rate member service and impressive savings. But we only have 96 million members in a nation of over 300 million. And of those members, fewer than half call their credit union their primary financial institution. It's time for a new vision for the future of credit unions:
Americans choose credit unions as their best financial partner
This is the first time that the credit union movement has identified a strategic vision — one that will bring us together, guide us and help us achieve shared goals. CUNA worked with its board, league presidents, system partners and credit unions to ensure it represents us all. It is a vision based on our shared values: collaboration, a focus on members, community involvement, and a dedication to financial well-being. Americans choose credit unions as their best financial partner. To achieve this, we – as a movement – must Unite for Good.
To realize this vision, we urge all credit unions to:
Remove barriers by actively participating in credit union grassroots activities and the political process
Create awareness by expanding your credit union's outreach and image in the community
Foster service excellence by offering a complete set of forward-looking and constantly improving financial services to members of all backgrounds and life stages
Click here for a checklist of action steps credit unions can take to help realize these goals. CUNA and the leagues will continue to update this site with information and resources. CUNA also strongly encourages you to give us your thoughts, feedback and suggestions regarding this new initiative. Please email your comments, questions or requests for information to email@example.com.