How Credit Unions Can Lead with Financial Wellness–And How to Measure Success
In today’s competitive financial services landscape, credit unions are increasingly turning to financial wellness programs as a way to strengthen member relationships, build trust, and improve long-term loyalty. Unlike traditional banks, credit unions have always emphasized community and member-centric values. Now, by promoting financial wellness initiatives, they are positioning themselves as true partners in their members’ financial journeys.
But here’s the question every credit union leadership team is asking: How do we know if our financial wellness strategy is actually working?
What Financial Wellness Looks Like Today
The best credit unions are going beyond basic savings accounts or loan products. They’re offering:
Personalized financial education through webinars, digital tools, and in-branch coaching.
Debt management support, including refinancing guidance and counseling services.
Savings and emergency fund programs with automatic transfers and incentives.
Workplace financial wellness partnerships, bringing tools and seminars to employer groups.
Mobile-first budgeting and financial health apps, empowering members to make better day-to-day decisions.
These programs can drive deeper engagement, but only if they’re truly aligned with what members value most. That’s where systematic measurement becomes essential.
Why Measurement Matters
A well-designed financial wellness program can improve member outcomes, increase product adoption, and reduce financial stress in the community. But without data, credit unions are left guessing.
That’s where member feedback surveys come in. By regularly surveying members, credit unions can:
Identify what’s working – and where programs need adjustment.
Measure satisfaction and loyalty linked directly to financial wellness efforts.
Track long-term impact on member financial confidence and habits.
Benchmark progress against peers and industry standards.
Two Proven Ways to Measure Financial Wellness Success
At Competitive Edge, we work with credit unions to systematically capture this data in two flexible ways:
Ongoing Transaction Experience Surveys
Integrated into everyday touchpoints (e.g., after a loan consultation, savings program enrollment, financial coaching session, or even in-branch/call center exchanges).
Provides immediate feedback on how each program interaction is supporting financial wellness.
Periodic Statistically Sampled Surveys
Delivered quarterly (or at another cadence) to a random, representative sample of members.
Measures broader trends in member perceptions of financial wellness support.
Ensures results are statistically valid and actionable.
By combining both approaches, credit unions can build a continuous improvement loop—using real member data to refine financial wellness strategies and strengthen long-term loyalty.
Key Factors to Survey in Financial Wellness
The most effective surveys focus on the areas that directly reflect member progress and credit union impact, such as:
Confidence in managing personal finances
Perceived support from the credit union in reaching financial goals
Ease of accessing financial education resources
Satisfaction with financial wellness tools and coaching
Likelihood to recommend the credit union (NPS)
These insights help leaders understand both program effectiveness and member loyalty outcomes.
Positioning Your Credit Union as a Financial Wellness Leader
Financial wellness is no longer just a “nice to have”—it’s becoming a competitive differentiator. Credit unions that lead in this area will not only strengthen relationships but also attract new members looking for institutions that truly care about their financial future.
By partnering with Competitive Edge, you’ll gain a systematic, data-driven approach to measuring financial wellness impact. Our surveys provide the insight you need to:
Optimize programs.
Engage members more effectively.
Demonstrate measurable success to boards, regulators, and the community.
Final Thought
As more credit unions invest in financial wellness programs, the winners will be those that back their initiatives with member-driven insights. Don’t just assume your efforts are working—prove it with ongoing, systematic measurement.
If your credit union is ready to take financial wellness to the next level, contact us today to learn how member feedback surveys can guide your strategy.