How a National Credit Union Drives Member Engagement with Credit Education

Today’s ultra-competitive financial services landscape requires institutions to constantly explore ways to deepen their relationships with consumers, helping them strengthen their financial wellness while delivering sustainable growth for the organization. One national credit union achieved that balance by transforming how its members engage with their credit — which benefits the individuals as well as the institution.

The credit union’s strategy, which is detailed in a case study , was to empower its members by embedding TruEmpower^™ Dashboard — the credit education platform from TransUnion^® — into its digital experience. The goal was to give members the tools needed to improve their creditworthiness.

In addition to the goodwill generated by offering a service designed to help members improve their financial well-being, over time, the program is designed to create a greater number of members who qualify for more advanced products and services offered by the credit union.

In analyzing the credit union’s results from a 12-month review, other financial institutions may view this strategy as a blueprint for building trust, engagement and measurable ROI.

Empowering members through credit education

The credit union’s membership tends to be younger (63% are Millennial or Gen Z), and more than half (53%) are subprime or near-prime individuals. The credit union determined helping these members improve their credit profiles could potentially build deeper, more profitable relationships.

The credit union incorporated the personalized credit insights, actionable recommendations and interactive tools of the TruEmpower Dashboard into its digital banking experience. Among members who used those capabilities to take control of their credit profiles, the benefits were quickly apparent:

• 30% improved their credit scores by 21 points or more within one year
• 18% saw score increases of more than 41 points compared to just 15% of non-users

Driving new open tradelines through credit education

The improved credit scores meant these members might be more likely to qualify for a loan or lower interest rate — and many opted to explore those opportunities. In turn, the credit union  saw an increase in the number of new tradelines being opened.

Members who used the TruEmpower Dashboard opened new trades at more than twice the rate of non-enrolled members. Meanwhile, of the consumers who simulated a credit card, mortgage, personal loan or auto loan using the dashboard, approximately 10% opened the trade directly with the credit union within 90 days. Those new trades represent more than $470 million.

Overall, the credit union reported members who enrolled in TruEmpower Dashboard accounted for more than $100 billion in trades after they enrolled.

By enabling members to better understand and manage their credit and financial well-being, the credit union saw a clear return on investment, as well as a direct impact on member behavior.

Enhancing digital engagement with new capabilities

In addition to creating new potential revenue streams, the credit union found empowering members with these new capabilities and simulation tools generated greater member engagement. At its peak, more than 20% of enrolled members logged into the dashboard on a monthly basis.

Because members were actively checking their credit and using the interactive simulator to test how their decisions would impact their credit scores, they were initiating more interaction with the credit union. Plus, the institution’s brand was subsequently top of mind when members were pivoting from researching to applying for potential credit.

Building trust through credit education and empowerment

The strategic success this national credit union achieved through TruEmpower Dashboard highlights a global lesson: Financial institutions that invest in educating and empowering consumers can build greater trust, loyalty and long-term value.

By providing resources to improve credit literacy, along with actionable guidance, the credit union demonstrated its commitment to member well-being, proving itself as a trusted advisor in its members’ financial journeys. The result was increased product adoption, stronger engagement and a more creditworthy member base.

The takeaway is clear: Credit education is more than a nice-to-have benefit; it can be a strategic growth driver.

Delivering benefits to financial service providers

Banks, credit unions and FinTech companies can all find important lessons in this TruEmpower Dashboard case study.

For credit unions and banks, offering these capabilities enables them to better serve consumers who are less established, helping improve their creditworthiness. In the process, the institution develops a financially stronger customer base while building brand loyalty and share of wallet.

Similarly, by integrating interactive credit education features into their platforms, FinTech developers can enhance user engagement and improve financial outcomes while creating new opportunities for monetization.

The experience reported by this national credit union shows how efforts to make credit education an essential component of the consumer’s financial journey can generate significant, meaningful and profitable results for the individual and institution alike.

For more details into how the credit union used TruEmpower Dashboard to educate, engage and empower its members, read the full case study.