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Your members have gone digital, and if you want to grow relationships, deepen trust, and stay competitive, you need to meet them there. Investing in digital channels isn’t cutting-edge anymore; it’s a necessity.
Consumers across every generation, including Boomers, prefer managing their finances through digital channels rather than visiting branches. For banks and credit unions, this shift isn’t a trend—it’s a call to action. If your institution is still allocating the majority of its marketing or operational resources to traditional channels, it’s time to reconsider.
The Data is Clear, Digital is the Default
A new survey conducted by Morning Consult on behalf of the American Bankers Association reveals that more than half of U.S. consumers turn to mobile apps more frequently than any other method to manage their banking. And it’s not just the younger generations!
In the past year, which method did you use most often to manage your bank account(s)?
| Gen Z (1997-2012) |
Millennials (1981-1996) |
Gen X (1965-1980) |
Baby Boomers (1946-1964) |
|
| Mobile | 64% | 68% | 55% | 35% |
| Online | 8% | 12% | 24% | 41% |
| ATM | 6% | 7% | 5% | 4% |
| Telephone | 5% | 4$ | 3% | 5% |
| Branches | 4% | 4% | 8% | 13% |
| 4% | 1% | 1% | 1% |
What This Means for Your Institution
If the majority of your members prefer mobile apps over in-person visits to manage their finances, your institution’s strategy needs to reflect that reality. And yet, many banks and credit unions continue to invest disproportionately in physical branches, print materials, and traditional marketing tactics, while underfunding digital tools that members actually use.Digital isn’t just the icing on the cake anymore. You’re not setting trends or being cutting-edge by merely having a mobile app or by refreshing your website. Members across all generations expect convenience, speed, and digital-first service. If your website is difficult to navigate, if your mobile app lacks essential functionality, or if your digital marketing doesn’t reach the right people at the right time, you risk falling behind.
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Rethinking Your Digital Investment
Your resources should be aligned with member behavior, and your members have gone digital. Budget and strategy need to follow suit, but rethinking your digital investment doesn’t just mean allocating more dollars—it means being intentional about where and how you invest.
Website
Start with your website. Is it intuitive, fast, and designed with the user in mind? Can members quickly find answers, open accounts, or apply for loans without frustration? A poorly designed or outdated site erodes trust and creates friction at the exact moment a member is ready to act.
Mobile App
Next, evaluate your mobile experience. Members increasingly rely on your app to manage day-to-day banking, and expectations are high. They want quick logins, smart alerts, and seamless navigation, not clunky interfaces or limited functionality.
Digital Ads
Digital marketing deserves attention as well. Instead of guessing with traditional ads, use data to target the right members at the right time with the right message. Whether through paid search, social media, or email campaigns, digital channels offer measurable returns and the ability to adapt in real time.
Digital Tools
Finally, consider how digital tools like live chat, virtual onboarding, and in-app messaging can create connection and convenience. These aren't just bells and whistles; they’re part of how modern members define value and service.
Don’t Just Be Present, Be Competitive
Having a mobile app and a functional website isn’t enough to compete in today’s market. Your members are comparing every digital interaction they have—not just with other financial institutions, but with the brands that set the standard for convenience: Amazon, Apple, Google. If your digital experience doesn’t meet those expectations, members notice, and they look elsewhere.
To be competitive, you have to go beyond checking the box. A clunky app, a confusing website, or a slow response time can undo years of brand trust. Start thinking of your digital channels as your primary branches, not your secondary ones.
FI GROW Solutions Can Help!
The digital shift in member behavior is undeniable, and it demands a strategic, thoughtful response. At FI GROW Solutions, we specialize in helping banks and credit unions navigate this evolving landscape with confidence and clarity.
Whether you’re looking to optimize your website or build a data-driven digital marketing strategy, our team has the expertise to guide you every step of the way. We understand the unique challenges financial institutions face and deliver solutions tailored to your goals and members’ needs.
Partner with FI GROW Solutions to stop trying to keep up and start leading the way.
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