Over the next two decades, the financial services industry will experience one of the largest intergenerational transfers of wealth in history.

Boomers are the wealthiest generation to have ever lived — in the U.S. boomers account for almost 52% of the country’s total wealth.

It happens all the time — when budgets get tight, marketing is often one of the first things to be cut.

This is especially common among smaller credit unions. My theory? CEOs and CFOs of smaller credit unions may not fully appreciate the value of marketing the way their counterparts at larger credit unions — and many banks — do.

The credit union landscape has shifted dramatically over the past few decades. Forty years ago, credit unions were gaining momentum as consumers sought alternatives to traditional banks. To stay competitive and attract members, many credit unions pursued aggressive mergers and consolidations to gain scale. The result was a massive reduction in the number of credit unions across the United States.

We seem to be entering yet another cycle—a season marked by headlines announcing yet another small credit union merging into a larger one. And it’s not just happening more frequently—it’s accelerating.

Now that GAC 2026 is over, it’s time for a quick recap of the key issues facing credit unions in the year (and years) ahead, particularly how many of these issues acutely impact smaller credit unions. Credit unions have always operated with a dual mission: remain financially sound while serving members and communities with a cooperative, people-first philosophy.

The benefits of utilizing fractional CMO support can be a real game-changer. From deep real-world expertise and cost efficiency to greater flexibility and enhanced performance, fractional CMO support provides a valuable resource for smaller credit unions seeking to enhance their competitive position and viability.

As with every budget season, many credit unions find themselves struggling to find ways to reduce expenses and uncover sources for increased revenues. Let’s face it—money is tight these days and every nickel counts. And we should never forget, the money we spend is our members’ money.

Every day, people are exposed to thousands of marketing messages across various channels, both online and offline. Despite this constant bombardment, most of these ads fail to capture attention and go completely unnoticed. How do you stand out and get noticed in today’s environment? What types of marketing messages are the most effective? How can you maximize the amount you spend to ensure it has a real impact?

Word-of-mouth (WOM) marketing is the informal exchange of information about a product, service, or brand between people who know each other, such as family, friends, colleagues, and acquaintances. With the rise of social media and other digital communication channels, WOM has become even more important.

Your brand may be the single most important asset your credit union owns. You may think that a brand is just a name, a logo, or some other simple way to identify your financial institution. If that’s your view (and unfortunately it is for many), you are grossly underestimating the power and importance of your brand.