Key takeaways:
- The inaugural CU MX Index Score lands at 75.7 out of 100 across 1,002 active credit union members surveyed nationally, with an NPS of +43.
- 85% of credit union members are satisfied with their CU as their financial institution, with 57% willing to actively recommend it to a friend or colleague.
- Gen Z's problem with credit unions is not digital. The digital gap between Gen Z and Boomers is just 11.6 points. The trust gap is 15.2 points. That changes everything about how credit unions should think about younger members
- Financial guidance is the biggest missed opportunity in the index. Members who are very satisfied with guidance have an NPS of +83. Members who are very dissatisfied score -21. A 104-point gap on a question scoring just 74.0.
- Branch and ATM availability is the lowest scoring question in the entire survey at 71.3. Yet even members very dissatisfied with branch access still show an NPS of +45. Physical inconvenience does not destroy loyalty the way trust failures do.
