We're seeing a seismic shift in what members need and want, and how they interact with their financial institutions. Distrust continues to grow, highlighting the gap between what members say is important and what credit unions think is important. Meanwhile, fintechs have focused on personalization, which allows them to continue to dominate the landscape. Working with EY and Filene, we looked beyond products to find out about the behaviors of current and prospective members, so that we can better predict and solve their challenges through innovation.