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Tue, May 16


Oakbrook Terrace

Family Matters: Growing, retaining, and expanding member relationships across generations

This hands-on workshop is designed to deliver high impact for senior CU leaders with a minimum investment of time and resources. The actionable insights generated will help you compete and win engaged members across multiple generations with tactical, practical steps you can implement right away.

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Family Matters: Growing, retaining, and expanding member relationships across generations
Family Matters: Growing, retaining, and expanding member relationships across generations

Time & Location

May 16, 2023, 5:00 PM CDT – May 17, 2023, 1:00 PM CDT

Oakbrook Terrace, 1 Mid America Plaza suite 500, Oakbrook Terrace, IL 60181, USA


What You'll Take Away

  • Gain new insights on unique member needs and pain points of cross-generational relationships
  • Identify opportunities to build deeper relationships with members’ families
  • Generate new ways to embed your CU as a trusted resource during members big life moments
  • Develop tools for member driven innovation
  • Develop strategies to reduce fraud losses through new and emerging vectors, with an emphasis on the unique threats and risks for seniors
  • Explore product features and enhancements to drive deeper member engagement
  • Identify product or feature gaps and potential solutions and/or partnerships 
  • Network and learn from peers

Applying methodologies taught in leading graduate schools and board rooms and leveraging the network effects of working with other top CU leaders and subject matter experts will help you grow your membership, gather non-rate based balances, and build differentiated offerings.

Who Should Attend

Open exclusively to senior credit union leaders

  • CEOs and COOs
  • Heads of Strategy
  • Member Experience Executives
  • Senior Product Leaders


This invitation-only workshop will be facilitated by industry experts using modern agile business methods including Design Thinking, Jobs Theory, Customer-Centered Development, Product-Led Growth, and others. If you have not received an invitation to register, please contact

We will start by leveraging the lessons learned from case studies on similar use cases to provide inspiration to help participants envision potential future states. Then participants will deep-dive to discover new insights into some specific jobs that members and their families need to get done in this context, the pains they are experiencing, and the gains they are trying to achieve. The end result will be functional specifications necessary for success from both the member and the CU perspective.

Participants can use these outputs on their own to implement new solutions based on the developed insights, or they may choose to collaborate as a group to move forward together. The latter approach brings opportunities to share risks, share costs, and share lessons-learned that help to shorten the time and cost to move from insight to execution.

Why This Matters

We are on the cusp of the greatest generational wealth transfer in history, with more than $68 trillion set to pass down to younger generations, but most CUs are not positioned to retain, let alone grow balances. The average age of a credit union member in North America is 53, while the average age of the U.S. population is 38.5 years. This dynamic creates a number of challenges for today's credit union leaders:

  • The race to attract younger members with new products and features
  • High risk of losing balances through inheritance without existing relationships with beneficiaries
  • A relative lack of options for new offerings to retain and grow relationships with aging members
  • Increased fraud losses from senior members
  • A widening product/service gap for many CUs for senior members for retirement and estate planning and related services, often fulfilled through loose referral relationships
  • Many unaddressed latent pain points for younger adult members helping to manage the financial affairs of their aging parents and grandparents

Good money management is essential for all ages and stages of life. As older adults, members' financial needs (along with spending and saving patterns) change. The thought of living on a fixed income can certainly be scary, let alone dealing with financial predatory schemes.

Financial scams targeting older adults are costly, widespread, and on the rise. According to the FBI, in 2021 there were 92,371 older victims of fraud resulting in $1.7 billion in losses. This was a 74% increase in losses compared to 2020.

Financial scams often go unreported or can be tough to prosecute, so they’re viewed as a “low-risk” crime. However, they're devastating to many older adults and can leave them in a vulnerable position, with limited ability to recover their losses.

Further, most members are not ready for the hardest emotional challenge and the biggest financial event of a lifetime, but all of us will experience and be impacted by death. Financial security and preparedness come in many forms – from preparing to take social security, avoiding the pitfalls of financial scams, to ensuring your estate is in order. We need to better serve aging members and attract new ones by driving growth through new engagement and next-generation family connections.

What will differentiate an older adult’s banking experience is enhancing it in a way that brings value to the customer. This session will explore the member pain points and opportunities to add value to help institutions build product road maps to provide differentiated generational experiences. Let's work together on this.


  • First Participant

    First participant from each CU. Additional participants just $695

    +$22.38 service fee
    Sale ended
  • Additional Participants

    First participant from each CU is $895

    Sale ended



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