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CUNA Research Reports

CU Snapshot

 September '18August '18
# of CUs5,6535,686
Total Assets
($ billions)
Total Savings
($ billions)
Net Cap.
Loans to Savings85.5%84.5%
Loan Delinq.0.7%0.7%

         Credit Union Indicators

Provide Financial Guidance

Target middle-income investors with local, affordable, and simple advice.

A majority of hardworking consumers will seek financial guidance at critical times in their lives, according to research from CUNA Mutual Group and Filene Research Institute.

Sixty-nine percent of consumers want to engage in investment conversations when the timing is right, and 45% look for advice when their life circumstances change, according to the report "Financial Preferences and Attributes of Middle-Income Investors."

However, more than 42% say they talk to an adviser once a year or less, with roughly 19% never engaging with an adviser.

The research indicates that middle-income investors want a financial adviser who is local, affordable, and not complicated—a natural sweet spot for credit unions.

But the quality of the adviser matters. One of the most prominent report findings is that consumers need to feel justified that the fee paid to their adviser or service provider is worth the investment.

CUNA offers high-quality financial education resources to help your members achieve their financial goals at any stage of life.