How can credit unions improve member retention with integrated digital investing?
Do
you know where your members go when they want to invest? Perhaps you’ve even
done the analysis of deposit outflows to determine which third-party investing
apps your members are consistently sending money. Recent research
by InvestiFi has found that investors are increasingly utilizing third-party apps
in order to be able to access self-directed investing options, including
cryptocurrency.
The lack of accessible investment options for members through their credit union is forcing them to use third-party investing apps such as Coinbase, SoFi and Robinhood, fragmenting customer relationships, reducing loyalty and engagement, and creating a data deficit. So what can credit unions do to retain members who want to invest?
The introduction of integrated investing solutions by credit unions is capturing the attention of members who are already comfortable with digital investing but prefer the security and trust of their credit union. These kinds of solutions are also giving members the confidence to invest for the first time as many of them may have been lacking the financial education needed to confidently commit to investing.
InvestiFi’s WealthTech solutions are designed to allow for investing to and from deposit accounts, enabling credit unions to retain more assets and attract new members. Its services include:
- Guided robo-investing tailored to member’s goals and risk profile
- Self-directed investing with access to 6,500+ stocks and ETFs
- Digital assets, with 25+ coins to choose from, including stablecoins
- Educational resources to support informed investing
InvestiFi has partnered with several credit unions, including United Financial Credit Union (UFCU), to offer investing solutions to their members. Since April 2024, the credit union has generated over $823,700 in total trading volume for cryptocurrency. Self-directed investing, launched in October 2024, has accumulated over $337,700 in total trading volume. Guided investing, implemented in April 2025, has resulted in over $823,000 in total assets under management for UFCU.
By offering a seamless experience with the convenience of managing banking and investing in one place, credit unions such as UFCU can bring members back to their financial ecosystem from third-party providers. This increases member retention and generates additional revenue through transaction fees and advisory services.
For credit unions, the implications of third-party adoption by members are significant. By not offering integrated investing, they encourage members to park their money elsewhere, diminishing relationships. Credit unions must embrace integrated investing platforms to keep those relationships alive while providing the financial education they require.
About Author:
Kian Sarreshteh, CEO of InvestiFi