Velera | PYMNTS Report July 2025

CU Innovation Readiness: The Real Story Behind Member Churn

Why members leave and what credit unions can do to keep them.

Understand Who Churns and How to Keep Them

Member churn is often a signal of unmet digital expectations, not a lack of relationship value. This report looks at which members are most likely to switch, why non-CU providers appeal and which upgrades can help CUs strengthen retention.

  • Identify groups most at risk of switching
  • Learn which provider features attract members
  • Prioritize digital upgrades that protect loyalty

Convenience Drives Switching

    37% of Gen Z may switch

    More than one-third of Gen Z CU members may switch within one year.

    75% of SMBs look outside

    Most SMBs planning to leave would choose a non-CU provider.

    78% higher Gen Z demand

    Gen Z members show stronger demand for digital onboarding than average members.