Embedded finance is simply another channel for indirect lending. We’re just taking the concept into digital channels now, and while many credit union members are curious about it, some are not using it. Credit unions must ensure their financing options and other services are reaching the younger demographics who are most likely to be looking for this digital option.

Sarah Snell Cooke, co-founder/publisher of The Credit Union Connection, sat down with our co-founder Barry Kirby and Emily Gibson, the vice president of Consumer Lending at Y-12 Credit Union, to discuss the future of embedded finance and how credit unions can remain relevant among the younger generations—even when just 4% of Gen Z are credit union members!