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Virtual Roundtable

What Do Members Want?

Event Date: June 18, 2024 | Time: 11:00 AM - 12:00 PM CDT

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Shifting Consumer Needs and Attitudes, and How Credit Unions Can Respond

Credit unions with member-focused strategies perform better and grow faster. But a member-focused strategy is dependent on understanding what members want out of their credit union—and this requires good data. After a year of research, the Filene Research Institute has identified five segments of credit union members based on their core needs, attitudes, and motivations. Each of these types of members is demographically diverse but shares a perspective on money and banking and wants something different out of a relationship with their credit union.

In this session, attendees will learn about Filene’s newest research, some of the differences and similarities between credit union members and non-members, and how credit unions can activate data-driven member insights. By tailoring strategy, innovating products and services, and personalizing communication at scale, credit unions can deepen member engagement and build lasting relationships.

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Meet Your Moderator

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Caroline Vahrenkamp Caroline Vahrenkamp

Director, Advisory Services

Filene Research Institute

Caroline brings over 20 years of experience in and around credit unions to Filene. With her extensive experience in finance, marketing, and product development, Caroline is on a mission to find trends and patterns in consumer behavior that will lead to the development of new products and services to transform the credit union industry. Through her experience in strategic planning, she helps credit unions reestablish their identity to remain relevant, competitive, and provide the right solutions. Caroline sees the critical need for innovation in the credit union movement. She understands the importance of knowing your members and understanding how they view their finances and the financial world to provide the best financial services possible and help improve financial well-being.

Prior to her work with Filene, Caroline was at Raddon where she was responsible for Raddon Research Insights, the Raddon national consumer research program, and authored more than 20 research studies. Past roles include CFO at Clackamas Federal Credit Union and SVP of Marketing and Member Experience at Elements Financial. Caroline earned her bachelor’s degree from Emory University and her MBA from Georgetown University's McDonough School of Business.

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Product Code: RTMBD061824

What Do Members Want?

In this session, attendees will learn about Filene’s newest research, some of the differences and similarities between credit union members and non-members, and how credit unions can activate data-driven member insights. By tailoring strategy, innovating products and services, and personalizing communication at scale, credit unions can deepen member engagement and build lasting relationships.

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