Union Credit, the only marketplace for credit unions to make firm pre-approved, one-click credit offers at the point of purchase, reveals three emerging trends as embedded finance continues to be a key strategy for credit unions’ member growth and long-term success.

Barry Kirby, co-founder and chief revenue officer at Union Credit, said “Amid rising competition and a tightening economy, credit unions are looking for ways to increase brand visibility and strengthen member acquisition. Embedded offers are proving to be an effective way to reach new audiences that may not be aware of the benefits credit unions provide. More credit unions are meeting more Americans in their shopping and e-commerce experiences and helping to improve their finances.”

Three marketplace shifts that help credit unions through the adoption of embedded finance include:

1. Leading with your brand first. This is the evolution of indirect lending. Embedding offers such as personal loans and credit cards directly into consumers' shopping experiences boosts a credit union’s visibility and fosters new relationships with consumers. This approach supports the credit union movement, using financial opportunities to successfully connect with the next generation of members.
2. Expanding financial access to low-income communities. Community Development Financial Institution (CDFI) credit unions are using embedded finance to expand their reach and meet their goals for low-income communities. By leveraging census data, they can better identify and serve their target communities, broaden their digital reach, and increase accessibility to financial services. This approach not only demonstrates their commitment to low-income communities but also helps them maintain their CDFI certification.
3. Balancing portfolios. Credit unions are working on balancing their portfolios in the current economy. To do so, they are leveraging embedded finance to make their loans more accessible to all credit-worthy consumers. Targeted offers attract new members and foster long-lasting relationships by effectively meeting consumers' financial needs. By integrating embedded finance into their strategies, credit unions can achieve sustainable growth and maintain a balanced financial portfolio.

Kirby continued, “The future of the credit union movement will depend on their ability to break through the old ways of meeting consumers where they are, with the products and services that they truly want and need. Those that do will win lasting relationships within their communities and play a vital role in our financial landscape.”